Nike announced on Tuesday that it will introduce an artificial intelligence-enabled shopping feature that lets consumers in the United States discover and purchase Nike products directly within Google’s Gemini app and AI Mode in Search. The company said the capability will go live in early June.
The feature is built on Google’s Universal Commerce Protocol-powered multi-item checkout, which is designed to allow shoppers to move from discovery to purchase without the need to switch screens. According to Nike, the integration supports a streamlined flow from product browsing to transaction completion.
How purchases work
Nike said the checkout process will make use of stored payment and shipping information from Google Wallet. That arrangement is intended to enable consumers to research, compare and finalize orders inside Google’s interfaces, while Nike continues to manage the consumer relationship on its side.
Timing and assortment
The company noted the timing of the launch aligns with this summer’s football tournament. Nike plans to offer its latest football boots, team kits and fan apparel through the new shopping pathway.
Nike retail footprint
Nike is marking the 30th anniversary of its website this year. Its retail ecosystem includes owned applications such as the Nike App and SNKRS, plus a combination of owned and partnered marketplace channels that already play a role in how the company reaches consumers.
Company comment
"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.
What the announcement covers and what it does not
The firm-level announcement describes the technical integration, the use of Google Wallet credentials for checkout, the timing tied to a major sporting event and the product categories that will be available. The communication does not provide additional commercial metrics, privacy specifics beyond the use of Google Wallet, or projected sales impacts.
Summary
Nike will enable U.S. customers to find and buy products directly within Google’s Gemini app and AI Mode in Search when the retailer launches a Universal Commerce Protocol-enabled multi-item checkout in early June. The checkout leverages stored Google Wallet information to complete purchases while Nike retains the consumer relationship. The rollout is scheduled to coincide with the summer football tournament and will feature football boots, kits and fan apparel. Nike also highlighted its 30th anniversary for its website and reiterated its retail channels including the Nike App and SNKRS.