Nike creates AI-enabled scanning for customers’ feet on mobile app

Nike has launched a new scanning solution on its app that measures customers’ feet to help them find their “perfect fit” for various shoes. Named Nike Fit, the feature uses a proprietary combination of computer vision, data science, machine learning, artificial intelligence and recommendation algorithms.The scan collects 13 data points mapping the user’s foot morphology for both feet in seconds. The data and recommended size will be stored in users’ NikePlus member profile and be used to make future product suggestions more relevant. The sizing recommendation also takes into account of the shoe’s different performance intent, said Nike.According to a post on Nike’s newsroom, three out of every five people are likely wearing the wrong size shoe and that is because the system used by the industry to determine shoe size is antiquated. It added, “Length and width don’t provide nearly enough data to get a shoe to fit comfortably. Sizing as we know it is a gross simplification of a complex problem.”Nike Fit, described the scanner as a “transformative solution” for the industry, will also improve the way Nike designs, manufactures and sells shoes by helping to produce better tailored products to match consumer needs. It said,A more accurate fit can contribute to everything from less shipping and fewer returns to better performance.Shoppers will be presented with the option to try Nike fit when they select their size on the app, where a guest mode is also made available to allow them to shop for family or friends. At Nike’s retail stores, Nike Fit comes in the form of specially developed mat.Read more:Nike’s ad featuring model with body hair has the internet splitWhat brands can learn from Nike’s quick creation of ad following Tiger Woods’ winControversial Kaepernick ad sees Nike pull way ahead of adidas in brand valueNike cops flak after basketball player’s shoe splits during gameNike says controversial logo offending Muslim community was unintentional