This study explores the significant growth of sportswear brands, particularly Nike, and investigates how Artificial Intelligence (AI) in digital marketing influences consumer engagement in Indonesia. As physical activity becomes more integral to daily life, the global sportswear market, led by brands like Nike, has seen substantial revenue growth. The research aims to understand how AI technologies, such as personalized ads and chatbots, are applied in Nike's digital marketing strategies and how these innovations impact consumer awareness, consideration, and retention. Using a qualitative research method, the study gathers data through interviews and surveys with Gen Z Nike consumers in Indonesia. The findings reveal that AI enhances consumer engagement by making interactions more personalized and efficient. Respondents appreciate AI's role in improving their shopping experience, which, in turn, strengthens their loyalty to the Nike brand. The study concludes that AI's integration into digital marketing is crucial for sustaining consumer engagement and driving brand loyalty in the competitive sportswear market. This research contributes to understanding the evolving role of AI in digital marketing and its implications for consumer behavior in the sportswear industry.

Keywords: Digital Marketing, Artificial Intelligence, Consumer Engagement, Artificial Intelligence in Digital Marketing, Consumer Journey, Nike brand, Sportswear, Nike Digital Marketing.