Nike integrates AI shopping with Google for faster purchases

Investing.com -- Nike announced Tuesday a new artificial intelligence-powered shopping feature that allows U.S. consumers to discover and buy Nike products directly through Google's Gemini app and AI Mode in Search.

The sportswear company is integrating Google's Universal Commerce Protocol-powered multi-item checkout, which enables shoppers to move from product discovery to purchase without switching between screens. The feature will launch in early June.

"With this new AI-powered shopping experience, Nike is again elevating the marketplace and how consumers engage with sport — using technology to anticipate their needs and connect them to our brand in more intuitive, seamless ways," said Shannon Glass, VP of Nike Direct.

The timing coincides with this summer's football tournament. Nike will offer its latest football boots, kits and fan apparel through the new shopping capability.

The system uses stored payment and shipping information from Google Wallet, allowing consumers to research, compare and complete purchases while Nike maintains the consumer relationship.

Nike's website is celebrating its 30th anniversary this year. The company's retail presence includes its apps such as the Nike App and SNKRS, along with owned and partnered marketplace channels.

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