King of Prussia-based David’s Bridal is launching a new AI-powered experience that lets customers browse and buy dresses directly through platforms like ChatGPT and Microsoft Copilot, writes Digital Commerce 360.
The feature went live April 13, allowing users to search for wedding gowns, bridesmaid dresses, and more within a chat interface. Shoppers can view product images, pricing, and details in real time before completing their purchase through a checkout system powered by Shopify.
Company leaders say the move reflects a major shift in consumer behavior. CEO Kelly Cook noted that shoppers are increasingly moving away from traditional search and toward AI-driven discovery. She adds that customers expect to complete purchases instantly within those same platforms.
The rollout is part of David’s Bridal’s broader “Aisle to Algorithm” strategy, which aims to position the longtime retailer as a digital-first leader in the evolving $70 billion wedding industry. While the company still operates more than 180 physical locations, its focus has increasingly shifted toward data, personalization, and AI integration.
Industry trends suggest the timing could be right. AI-assisted shopping is expected to drive trillions in global commerce by 2030, This gives brands a major opportunity to meet customers where they already are: inside the chat.
To learn more about this shift in AI-driven retail, check out Digital Commerce 360.
