This study examines the link between chatbot adoption and ongoing usage intention in the sports industry. The integration of AI-powered chatbots in sports retail is transforming customer engagement and service efficiency. Despite their increasing popularity, many consumers remain hesitant to use chatbots due to concerns about usability, lack of human interaction, and overall satisfaction. However, many consumers are still hesitant to use chatbots due to concerns about usability, lack of human interaction, and overall satisfaction. Previous studies have examined chatbot adoption in industries like banking and healthcare, but their impact in sports retail is less explored. Considering the industry’s focus on community engagement, real-time interactions, and personalized experiences, it’s essential to understand the factors driving chatbot adoption in this context. This study uses a quantitative survey of 175 chatbot users in Kuala Lumpur’s sports retail sector to address this gap. Structured questionnaires measured four key variables of continued chatbot usage—perceived usefulness, ease of use, satisfaction, and enjoyment. Multiple regression analysis revealed that satisfaction (β = 0.217, p = 0.015) and perceived enjoyment (β = 0.337, p < 0.0005) were the strongest predictors of continued chatbot usage, underscoring the importance of designing chatbots that balance functionality with engaging user experiences. In contrast, perceived usefulness (β = 0.149, p = 0.031) and ease of use (β = 0.266, p < 0.0005) had a moderate impact. The result enhances the discourse on AI adoption in digital commerce, focusing on optimizing chatbot strategies in the sports industry to foster long-term customer retention.