GEOKHUB | London — Jan 12 British sportswear retailer JD Sports Fashion is rolling out AI-powered shopping tools for customers in the United States, marking a major push into next-generation digital commerce in its most important market.
The company said U.S. shoppers will now be able to search for and purchase JD products directly through artificial intelligence platforms, allowing consumers to discover footwear, apparel and accessories using conversational AI rather than traditional online browsing.
The United States accounts for more than 40% of JD Sports’ global revenue, with the retailer operating over 2,500 physical stores across brands including JD, DTLR, Shoe Palace and Hibbett, alongside a growing online presence.
Shopping Through AI Assistants
JD said the rollout will begin with Microsoft’s Copilot, before expanding to Google’s Gemini and OpenAI’s ChatGPT, enabling customers to find products, compare options and complete purchases within AI-driven environments.
To support the service, JD has partnered with commercetools, a digital commerce platform, and Stripe, which will handle secure payments and financial infrastructure. The system links AI-based product discovery directly to checkout, reducing friction between search and purchase.
JD’s Chief Technology and Transformation Officer Jetan Chowk described the move as a strategic step into the future of retail.
“This positions JD at the forefront of how consumers will shop as artificial intelligence becomes more deeply embedded in everyday digital experiences,” he said.
Betting on the Future of Retail
The initiative comes as retailers worldwide experiment with AI to offset slowing consumer demand and improve engagement in a challenging economic environment.
JD is due to release a trading update later this month covering the key Christmas shopping period. In a previous outlook, the company said it expected annual profit to land at the lower end of forecasts, citing cautious consumer spending and weaker economic indicators across major markets.
Industry analysts say AI-enabled commerce could become a competitive advantage for retailers that adapt early, particularly in markets like the U.S., where digital shopping habits continue to evolve rapidly.
