The move comes amid the growing use of AI platforms such as ChatGPT and Copilot
JD Sports has announced big changes. It plans to enable shoppers to purchase items directly through AI platforms without needing to exit these apps. It marks the latest move by a prominent retailer in responding to consumers’ growing adoption of AI platforms like ChatGPT and Copilot.
The sportswear retailer’s technology chief told the Press Association that the company views AI as ‘the future of how people will shop’ and JD aims to lead the way with this technology. JD revealed it is collaborating with Commercetools and payments company Stripe to facilitate ‘one-click purchases’ via AI platforms.
The firm said it will roll out the technology in the United States within the coming months. JD then aims to expand this across other territories, but will adapt to varying regulatory frameworks in different countries as governments respond to AI developments.
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Jetan Chowk, JD’s chief technology and transformation officer, said: “We think AI is the future of how people will shop, and we want to stay at the forefront of how they shop.
“What we are currently seeing is that customers are regularly using AI apps to research and discover the products they want to buy. We can see that already and want to ensure we are moving early to meet customers and their needs in that space.”
Mr Chowk noted that they have witnessed a surge in AI adoption, particularly among the chain’s primary customer base of 18 to 24-year-olds. The rollout will initially integrate with Microsoft Copilot before expanding to other major large language models (LLMs).
US customers will have the ability to locate and purchase JD Sports products using the AI platforms for the entire shopping process, including integrated payments.
Regis Schultz, group chief executive of JD Sports Fashion, said: “This strengthens our digital proposition for customers, and keeps us moving in line with the fast-changing retail landscape.
“We see AI as a real opportunity to improve our customers’ experience with JD, as well as making our own operations more efficient, and so I’m really pleased that with this big step forward we are putting our words into action.”
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