David’s Bridal says yes to agentic shopping within ChatGPT and Microsoft Copilot

Brides-to-be can now ask ChatGPT to find them the dress as wedding retailer David’s Bridal enters conversational commerce. The wedding dress retailer will now sell its dresses and gowns on AI platforms including Open AI’s ChatGPT and Microsoft’s Copilot.

“What we want to do is make sure that we’re showing up in the places that our brides are searching,” Scott Saeger, CTO at David’s Bridal, told Retail Brew. “It’s really the Amazon effect. A lot of people will start their progression in a product or whatever on Amazon. We want to be that for bridal.”

David’s Bridal is the latest entrant to the AI hype train as retailers get on board with artificial intelligence. The way people search for items has changed: They are more than willing to share detailed context with AI platforms like ChatGPT, and retailers want to show up as part of that conversation.

David’s Bridal is using Shopify’s agentic storefronts to sell on ChatGPT and Copilot. Shopify President Harley Finkelstein previously told Retail Brew that he is extremely bullish on agentic commerce, saying it has the potential to become as big as e-commerce within retail.

For David’s Bridal, the thinking behind selling via these new channels is to bridge the gap between physical and digital shopping, Saeger said. For instance, a bride can discover a dress through ChatGPT or Copilot, save it, then walk into a David’s Bridal store where the stylist already knows exactly what they’ve been looking for.

“The question was never about [driving] traffic,” Saeger said. “It was really about building the technology and the data to capture and compound that [customer] relationship across every single touchpoint."

However, while AI won’t replace the tactile experience of trying on a dress, Saeger said, being present on platforms like Copilot will extend David’s Bridal’s commerce capabilities directly into AI environments.

Last year, David’s Bridal introduced an AI-powered tool called Pearl Planner for wedding planning. The company’s “Aisle to Algorithm” program is about becoming a tech-first wedding platform. Saeger pointed out that 90% of US brides actually touch David’s Bridal at some point in their wedding journey.

David’s Bridal will track which platform drives sessions and things like referral sources, traffic analytics, and the share of total traffic coming from AI channels versus organic, paid, or direct sources, Saeger said.