ANTHROPIC JUST DO IT: NIKE: ENTERPRISE’ S AI REVOLUTION AI’ S ETHICAL CHAMPION IN RETAIL AND PRODUCT DESIGN
Nike ' s AI revolution: The future of footwear
Nike’ s using RFID technology to recognise customers and deliver personalised recommendations based on app data including colour preferences, favourite sports and foot measurements.
Walk in, get recognised, receive suggestions tailored to your actual preferences rather than generic promotions.
The Nike Fit feature tackles a persistent retail problem that’ s plagued footwear for generations: 60 % of people wear incorrectly sized shoes, with over 500,000 purchasing the wrong size annually.
The technology captures 13 visual data points using smartphone cameras to create accurate 3D foot models, reducing returns and improving customer satisfaction.
But it’ s the launch of NikeAI Beta, the conversational AI assistant, that shows a shift in how customers interact with the brand – moving from browsing and searching to simply having a conversation.
“ It’ s a meaningful shift in how we connect our athletes with products that fit their needs, moments and goals,” says Muge Erdirik Dogan, Executive Vice President( EVP) and Chief Technology Officer( CTO) at Nike.
In March 2025, Nike introduced Nike Adapt Link – the first AI-designed sneaker with embedded machine learning algorithms that adjust to the wearer’ s foot in real-time using biometric sensors. It learns as you move.
82 January 2026