Finance
Britain's JD Sports launches AI shopping for US customers
Published by Global Banking & Finance Review®
Posted on January 12, 2026
3 min readLast updated: January 20, 2026
Global Banking & Finance Review®
Company
Published by Global Banking & Finance Review®
Posted on January 12, 2026
3 min readLast updated: January 20, 2026
JD Sports launches AI shopping in the US, partnering with tech giants like Microsoft and Google to enhance customer experience and streamline purchases.
By Siddharth Cavale and James Davey
LONDON/NEW YORK, Jan 12 (Reuters) - British sportswear retailer JD Sports Fashion's customers in the United States, its largest market, will be able to use AI platforms to search for and purchase its products, the company said on Monday.
The group trades from more than 2,500 stores across the JD, DTLR, Shoe Palace and Hibbett brands and online in the U.S., accounting for more than 40% of its global sales.
Starting with Microsoft's Copilot and later extending to Google's Gemini and OpenAI's ChatGPT, U.S. customers will be able to find and buy sports footwear, apparel and accessories from JD Sports using the AI platforms.
JD Sports said it has partnered digital commerce platform provider commercetools and financial infrastructure company Stripe to provide the service that connects AI-driven searches to secure checkout and payments.
Retailers including Walmart and Etsy are also working with tech companies to develop AI tools that allow shoppers to go from discovery within an AI chatbot to purchase without using the retailer's website or app.
Walmart announced on Sunday that it was working with Google's Gemini to allow customers to buy products from certain businesses without leaving Gemini's AI chat interface.
AI is reinventing the connection between the consumer and retailer, JD Sports CEO Regis Schultz said on the sidelines of a conference in New York.
"25 years ago it was the internet. Today's AI, it's a new way to interact. So it's not about business, it's about interaction with the consumer and how we create the best service," Schultz said.
Giving shoppers the ability to buy straight from an AI chatbot helps them to skip the line at cash desks that occupy 15% to 20% of the space in JD Sports stores, Schultz said, adding that those spaces could be repurposed to stock more product instead.
The company is scheduled to issue a trading update for the Christmas quarter on January 21.
In November, JD Sports forecast annual profit at the lower end of market expectations, saying it was mindful of weak economic and consumer indicators in its key countries.
JD Sports shares closed 1% down on the London Stock Exchange, reversing gains made earlier in the session.
(Reporting by James DaveyEditing by William James and David Goodman)
AI commerce refers to the use of artificial intelligence technologies to enhance online shopping experiences, allowing customers to search for and purchase products more efficiently.
A digital commerce platform is an online system that enables businesses to sell products or services over the internet, facilitating transactions and customer interactions.
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