Dive Brief:
- David’s Bridal is leaning into AI-driven shopping experiences and has joined Shopify’s Agentic Storefronts for ChatGPT and Microsoft Copilot, the bridal retailer announced Monday.
- As part of the integration, ChatGPT users can browse David’s Bridal’s product assortment by silhouette. Microsoft Copilot users can view the retailer’s collections and see the available sizes and colors, according to the press release.
- The retailer has begun auditing its product assortment to identify key traits, such as silhouette, neckline, fabric, train length and size range, to make its products easier to find across AI-shopping experiences.
Dive Insight:
David’s Bridal is integrating its product assortment across ChatGPT and Microsoft Copilot as part of its “Aisle to Algorithm” strategy, a plan to transition into a digital-first retailer. The company wants to harness AI to grow its retail media network, expand its planning platform and refine its retail strategy.
Through its latest partnership, AI chatbot users searching for a wedding gown, bridesmaids’ dresses or other special occasion attire will see product cards featuring images, pricing, customer ratings and style descriptions of David’s Bridal merchandise. Through the Shopify integration, the retailer can track how customers search and shop for products as well as which AI platforms drive sales, the company said.
“There is a structural shift in how consumers discover and buy, and David’s is helping to lead the way,” Kelly Cook, CEO of David’s Bridal, said in a press release. “By bringing our assortment directly into these ecosystems, we’re ensuring David’s is a driving force behind the next era of retail.”
In addition to its ChatGPT and Microsoft Copilot integrations, David’s Bridal is using AI to assist couples with the other event planning tasks on their to-do list. Last August, the company launched Pearl Planner, an AI tool that helps couples handle various wedding tasks, including touring venues, creating a wedding website, designing announcements and arranging guest lists.
As it ushers in changes to its digital infrastructure, David’s Bridal has made a couple of notable executive leadership appointments. Last month, the company named Heather Braddock its chief global transformation and operations officer and Scott Saeger its chief technology officer.
Along with David’s Bridal, OpenAI has courted other retailers to establish themselves on ChatGPT. Last month, Walmart introduced its in-app shopping experience within ChatGPT, supported by its commerce agent Sparky. Sephora also piloted an app within ChatGPT in March, where shoppers can receive product recommendations and advice.
Retailers are coming to ChatGPT after OpenAI began facilitating payments through the chatbot. Last September, the company launched its Instant Checkout feature for U.S. ChatGPT users, enabling them to make purchases directly through the platform starting with Etsy and Shopify sellers. The AI platform is currently rethinking Instant Checkout, as the initial version “did not offer the level of flexibility that we aspire to provide,” and is instead allowing merchants to use their own checkout experiences in ChatGPT.
