JD Sports has unveiled a groundbreaking strategy that will allow customers to shop directly through artificial intelligence platforms, a move its technology chief heralds as 'the future of how people will shop'.
The AI-Powered Shopping Revolution
The sportswear giant confirmed it is developing technology to let shoppers complete purchases inside AI apps such as Microsoft Copilot without needing to exit. The initiative, set to launch in the United States within the coming months, responds to a surge in consumers using AI for product discovery.
Jetan Chowk, JD’s chief technology and transformation officer, told the Press Association that the company has observed its core 18 to 24-year-old customer base increasingly turning to AI for research. 'We want to ensure we are moving early to meet customers and their needs in that space,' he stated.
How the New Technology Will Work
To facilitate this seamless experience, JD Sports is partnering with e-commerce specialist Commercetools and payments firm Stripe to enable 'one-click purchases' via AI. The system will initially integrate with Microsoft Copilot before expanding to other major large language models (LLMs).
This means US customers will soon be able to locate, select, and pay for JD Sports products entirely within an AI platform's interface. Regis Schultz, group chief executive of JD Sports Fashion, said the step 'strengthens our digital proposition for customers and keeps us moving in line with the fast-changing retail landscape.'
Global Expansion and Regulatory Hurdles
Following the US rollout, JD Sports aims to expand the AI shopping feature to other territories. However, the company acknowledges it must navigate differing regulatory frameworks as governments worldwide formulate their responses to rapid AI development.
Mr Chowk emphasised the company's belief in AI's central role in future shopping habits, stating JD intends to 'stay at the forefront' of this shift. The executive also highlighted the operational efficiency gains AI could bring to the business itself.
This bold move positions JD Sports as one of the first major physical retailers to fully embrace transactional AI, signalling a significant evolution in how consumers may interact with brands in the digital age.
