By Lauren Almeida
Publication Date: 2026-01-12 08:13:00
JD Sports has announced that it will allow customers to purchase its products directly through AI platforms without leaving the apps.
The British trainer and sportswear company will enable “one-click purchases” via platforms such as ChatGPT and Microsoft Copilot, as major retailers try to keep up with AI-powered shopping.
The technology will be rolled out in the U.S. in the coming months and could expand to other regions, the company said.
JD Sports chief technology officer Jetan Chowk told PA Media that AI is “the future of how people will shop”.
“What we are seeing now is that customers are regularly using AI apps to research and discover the products they want to buy,” he said. “We are already seeing this and want to ensure we act early to meet customers and their needs in this area.”
AI use is booming among the retailer’s core target group of shoppers ages 18 to 24, he said.
Research by consulting firm KPMG revealed last year…
