Customer Service
Reviewed and published by trentmaziarz, April 21, 2026. Discovered and drafted by our automated research pipeline.
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.
Details
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.
Products affected
Nike App (iOS)
Sources & Evidence
News Article
Cite this record
Trace Foundation. (2026). Nike: 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 (data as of 2026-04-21) [Data set record]. AI Trace. https://www.aitrace.org/r/practice/7760775e-1943-4e7f-86f7-8f82a8032c03. Accessed September 12, 2026.
- Stable link
- https://www.aitrace.org/r/practice/7760775e-1943-4e7f-86f7-8f82a8032c03
- Data as of
- April 21, 2026
- Last verified
- April 22, 2026
Other practices by Nike
RecommendationNike uses an AI-powered product recommendation system across its website and apps that analyzes each shopper's browsing history, past purchases, fitness activity, and personal preferences to suggest relevant products in real time. This system operates continuously for users of Nike's digital platforms.Creative GenNike used generative AI tools in its Athlete Imagined Revolution (A.I.R.) project to create hundreds of concept shoe designs for 13 elite athletes, which were showcased at an exhibition in Paris in April 2024 and again at the 2024 Olympics. Human designers then refined the AI-generated visuals into final prototypes.Data AnalysisNike uses a predictive analytics platform, built on technology from its 2018 acquisition of Zodiac, to forecast the future spending behavior and long-term value of individual customers. This system helps Nike decide which customers to target, when, and with what offers.
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