Key Points
- JD Sports is launching AI-powered shopping in the U.S., letting customers search and buy goods via Copilot, Gemini and ChatGPT.
- The retailer partnered with commercetools and Stripe to integrate AI discovery with secure checkout and payment systems.
- The initiative aligns with broader trends of AI-driven commerce and may expand globally later in 2026.
British sportswear retailer JD Sports Fashion said it will let customers in the United States use artificial intelligence tools to search for and purchase products directly via major AI platforms. The move will begin with Microsoft’s Copilot and then extend to Google’s Gemini and OpenAI’s ChatGPT, allowing U.S. shoppers to find and buy footwear, apparel and accessories using conversational AI interfaces without switching apps or websites. The United States is JD Sports’ largest market, accounting for more than 40% of global sales and encompassing over 2,500 stores across brands such as JD, DTLR, Shoe Palace and Hibbett.
To support the AI commerce rollout, JD Sports has partnered with commercetools to manage digital commerce infrastructure and Stripe for secure payment processing and checkout services. The integration will link AI-driven product discovery to backend systems that handle orders and customer payments, simplifying the path from conversation to purchase. JD’s Chief Technology & Transformation Officer, Jetan Chowk, described the initiative as a step into the future of online retail and said it positions the company ahead as the global retail industry increasingly embraces AI.
The strategy reflects broader trends in e-commerce where generative AI platforms are becoming key entry points for consumer shopping behavior. Other major retailers are also experimenting with AI-enabled purchasing experiences that let users interact with chatbots to discover products and complete transactions, blurring the line between search and sale. Industry observers say such AI commerce tools could reshape how shoppers engage with brands, particularly among younger consumers who increasingly rely on AI assistants for recommendations and decision support.
JD Sports plans to issue a holiday trading update on January 21, following a November forecast that predicted annual profit at the lower end of expectations amid economic headwinds. Shares in the company rose modestly on the AI commerce announcement, narrowing its 12-month decline, as investors reacted to the tech-driven growth initiative.
Executives at JD Sports say the integration of AI commerce could also influence store dynamics, as digital interaction becomes part of broader consumer journeys that combine online and physical shopping. The retailer expects that letting AI tools handle search and checkout tasks will free resources in stores for product display and customer service. Such innovations may help retailers address competitive pressures and evolving consumer preferences in the U.S. market, where digital engagement increasingly drives sales growth.
Retail analysts note that linking AI assistants with commerce platforms requires seamless backend support, strong partnerships with infrastructure providers and careful attention to customer data security and privacy. By working with established partners like Stripe and commercetools, JD Sports aims to deliver a secure and intuitive shopping experience while navigating the technical complexity of agent-driven retail interactions.
The AI commerce launch in the U.S. could also serve as a precursor to broader global rollout later in 2026, as consumer demand for AI-powered shopping experiences grows worldwide. Retailers are watching closely whether such innovations lead to higher conversion rates, stronger customer loyalty and a deeper integration of generative AI into everyday retail behavior.
