Finance
Britain's JD Sports launches AI commerce in key US market
Published by Global Banking and Finance Review
Posted on January 12, 2026
JD Sports Unveils AI Shopping Experience in Major U.S. Market
JD Sports' AI Commerce Initiative
LONDON, Jan 12 (Reuters) - British sportswear retailer JD Sports Fashion said on Monday customers in the United States, its largest market, will be able to use AI platforms to search for and purchase its products.
Partnerships and Technology
In the U.S., the group trades from over 2,500 stores across the JD, DTLR, Shoe Palace and Hibbett brands and also trades online. It makes over 40% of its global sales in the U.S.
Market Impact and Future Outlook
Starting with Microsoft's Copilot and later extending to Google's Gemini and OpenAI's ChatGPT, customers in the U.S. will be able to find and buy sports footwear, apparel and accessories from JD using the AI platforms.
JD said it has partnered with commercetools, a digital commerce platform provider, and financial infrastructure firm Stripe to provide the service which connects AI-driven searches to secure checkout and payments.
"Today’s announcement is an important step into the next era of online shopping and positions JD to be ahead of the curve as the global retail industry embraces AI," said Jetan Chowk, JD's chief technology & transformation officer.
JD is scheduled to issue a trading update for the Christmas quarter on January 21.
In November, it forecast annual profit at the lower end of then market expectations, saying it was mindful of weak economic and consumer indicators in its key countries.
Shares in JD were up 1.2%, paring losses over the last year to 11.8%.
(Reporting by James Davey; editing by William James)
Frequently Asked Questions about Britain's JD Sports launches AI commerce in key US market
1What is AI commerce?
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.
2What is a digital commerce platform?
A digital commerce platform is an online system that enables businesses to sell products or services over the internet, facilitating transactions and customer interactions.
