David’s Bridal is saying yes to AI.
The retailer announced Monday that brides-to-be can now use ChatGPT or Microsoft Copilot to find and purchase the dress of their dreams.
AI has changed the way people shop, and searches on generative AI shopping platforms increased by 4,700 percent between 2024 and 2025. David’s Bridal says it’s looking to meet customers where they are — and to bridge the gap between physical and online shopping.
“What we want to do is make sure that we’re showing up in the places that our brides are searching,” the company’s CTO, Scott Saeger, told Retail Brew.
David’s Bridal is using Shopify’s agentic storefronts to sell their dresses and gowns on ChatGPT and Copilot. Many people already use chatbots to help find something specific while shopping online.
The move will simplify what can be an overwhelming process for many brides, Saeger said.
With the agentic storefronts, a bride-to-be can tell ChatGPT or Copilot the qualities she is looking for in a dress, from style to price and size, and the AI will find her options. The dresses will appear with an image, pricing and customer rating, according to a press release.
Brides-to-be can then save the dresses they like online before going to a David’s Bridal storefront to try them on in person.
“The question was never about [driving] traffic,” Saeger told the outlet. “It was really about building the technology and the data to capture and compound that [customer] relationship across every single touchpoint.”
While AI cannot replace the experience of trying on a dress, Saeger said that the company’s presence across these AI platforms will help extend its commerce capabilities.
The company boasts its “Aisle to Algorithm” strategy for adapting to how people plan and shop for big events, including their weddings. The retailer says it will be able to track which AI platforms bring in the most sales and other shopping trends to continue to grow with the new technology.
It’s not the first time the company has looked to incorporate AI into its business. Last year, David’s Bridal introduced an AI tool called Pearl Planner, a free wedding planning tool. Pearl Planner uses AI to organize to-do lists and ensure couples complete all necessary tasks leading up to their wedding day.
“This is a defining moment, not just for David’s Bridal, but for the future of retail,” CEO Kelly Cook said in a press release. “The next generation of commerce won’t happen on websites alone. It will happen wherever consumers are asking questions, seeking inspiration, and making decisions in real time…and, we’re building the foundation to win.”
David’s Bridal has filed for bankruptcy twice, most recently in 2023. The company eventually reached a deal to sell the business to asset manager Cion Investment Corp, allowing it to keep 195 storefronts open.
The sale allowed for the company to preserve about two-thirds of its stores, and keep about 7,000 out of 10,000 employees, Reuters previously reported.
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