JD Sports embraces AI shopping

JD Sports Fashion plc has announced it will enable customers to use AI platforms to search for and purchase sports footwear, apparel and accessories

JD customers in the US will be able to purchase directly through leading AI platforms including Copilot (Microsoft), Gemini (Google) and ChatGPT (OpenAI).

Starting with Microsoft Copilot and later extending to other leading Large Language Models (LLMs), customers in the US will be able to find and purchase products from JD using the AI platforms as a ‘one-stop-shop’, including integrated payments.

As part of this drive, the JD brand has agreed to become the first retailer to leverage commercetools and Stripe’s innovative Agentic Commerce Suite (ACS).

Regis Schultz, Group CEO of JD Sports Fashion plc, said: “This agreement places JD right at the forefront of AI commerce. We want to reach customers wherever shopping decisions are happening and make it easy for them to complete a purchase.”