In a major strategic shift, sportswear giant JD Sports has declared that artificial intelligence represents the future of retail and is preparing to launch a system allowing customers to shop directly through AI platforms.
The AI Shopping Revolution
The company confirmed it is developing technology that will enable shoppers to find and purchase JD Sports products without ever leaving AI applications such as Microsoft Copilot and ChatGPT. This initiative, set to launch in the United States within the coming months, is a direct response to the soaring consumer use of generative AI tools for product discovery and research.
Jetan Chowk, JD’s chief technology and transformation officer, told the Press Association that the retailer believes AI is "the future of how people will shop" and that JD aims to be at the forefront of this transformation. "We want to stay at the forefront of how they shop," he stated.
Targeting the Youth Market and Global Expansion
Mr Chowk highlighted that a significant surge in AI adoption has been observed among the chain's core demographic of 18 to 24-year-olds. Recognising this trend early, the company is moving to meet customers directly within the AI space they are increasingly inhabiting.
The technical framework for this ambitious project involves collaborations with commerce platform Commercetools and payments specialist Stripe to facilitate seamless "one-click purchases." The initial integration will be with Microsoft Copilot, with plans to expand to other major large language models (LLMs) subsequently.
Following the US launch, JD Sports intends to roll out the AI shopping capability in other international territories. However, the company acknowledges it must navigate and adapt to the differing regulatory frameworks governing AI and digital commerce that are emerging in various countries.
Strengthening the Digital Proposition
Regis Schultz, group chief executive of JD Sports Fashion, framed the move as a critical step in evolving the retailer's digital offering. "This strengthens our digital proposition for customers, and keeps us moving in line with the fast-changing retail landscape," he said.
Schultz emphasised that the company views AI not just as a novelty but as a genuine opportunity to enhance the customer experience while also improving internal operational efficiency. "I’m really pleased that with this big step forward we are putting our words into action," he added.
This announcement positions JD Sports as one of the first major high-street retailers to formally commit to integrating direct commerce into the very fabric of conversational AI platforms, signalling a potential sea change in how consumers will interact with brands online.
