""It keeps us moving in line with the fast-changing retail landscape," said Jetan Chowk, chief technology and transformation officer at sneaker and sportswear retailer JD Sports, which recently announced that it would enable buying through platforms like ChatGPT and Microsoft Copilot. "We want to make sure that we offer the ability to transact across where [our consumers] are searching, where they're browsing and where the purchase intent is.""
""If you do it one month earlier or one month later, you probably don't care," he said. "If you say, 'OK, I'm waiting now for another year,' then you certainly lose traction.""
Tech giants such as Google and OpenAI are introducing AI agents that can act on shoppers' behalf and complete purchases on e-commerce sites. Retailers and platforms including Shopify, Etsy, Walmart and JD Sports are creating integrations so consumers can discover, compare and buy products inside tools like Gemini and ChatGPT. Current adoption is limited, with many agent features available only in the US, and agents still make errors on pricing and availability. Short-term sales lifts are expected to be modest, but brands are advised to build agentic readiness for customer support and external shopping agents to avoid losing traction.
Read at The Business of Fashion
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