Nike deployed NikeAI Beta, a conversational AI shopping assistant, to all iOS Nike App users in the United States in August 2025. The tool lets shoppers describe what they need in plain language — like 'running shoes for a race' or 'gear in my favorite color' — and it returns personalized product matches.

NikeAI Beta uses large language models fine-tuned on Nike's product catalog and consumer data to interpret shopping intent expressed in natural language, then recommends matching products. Nike CTO Dr. Muge Erdirik Dogan described it as built using 'best-in-class foundational models' and fine-tuned by domain experts. The tool takes conversational user queries as input and produces product recommendations as output. It was confirmed as a beta product, meaning its long-term general availability status is not yet determined.