AI APPLICATION IN THE RETAIL FOOTWEAR INDUSTRY: A CASE STUDY OF NIKE'S RETAIL TRANSFORMATION

The retail footwear industry has undergone tremendous expansion in the e-commerce sector as a result of technological advancement and the application of artificial intelligence. The development of specific AI technologies has tackled issues encountered during online purchases, such as poor fit and a lack of communication. AI provides a virtual try-on option for trying on footwear as well as chatbots for queries, simplifying decision making and increasing customer satisfaction. The present paper focuses on exploring the role of artificial intelligence in transforming the retail footwear industry. Additionally, the study will examine the case study on Nike’s application of AI in its retail strategies.