Sportswear giant partnering with Commercetools and payment firm Stripe to allow one-click purchases through AI platforms, starting with Microsoft Copilot
JD Sports will start its AI push in the USA(Image: Jonathan Brady/PA Wire)
JD Sports has announced a plan to enable customers to purchase their products directly through AI platforms without exiting the apps. This move is the latest adaptation by a major retailer to the consumer shift towards using AI platforms such as ChatGPT and Copilot.
The sportswear group’s tech chief told the Press Association that JD believes AI represents “the future of how people will shop” and plans to be at the forefront of this technology. JD Sports is collaborating with Commercetools and payment firm Stripe to facilitate “one-click purchases” via AI platforms.
The Greater Manchester company plans to roll out the technology in the US in the upcoming months. The group aims to extend this to other regions, adapting to the regulatory environments in different countries as policymakers adjust to AI.
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 a particular surge in AI usage among the retailer’s core demographic of shoppers aged between 18 and 24. The launch will initially integrate with Microsoft Copilot before extending to other leading 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.”
