"JD Sports Fashion is betting that the next place Americans buy sneakers will not be a website or an app, but a conversation with an artificial intelligence assistant. The U.K.-listed retail giant said at the retail industry's huge set piece show in New York last week that it would allow U.S. customers to search for and purchase sports footwear, apparel and accessories directly through AI platforms including Microsoft Copilot, Google's Gemini, and ChatGPT, completing a transaction in a single click without leaving those platforms."
"For Regis Schultz, JD's affable group chief executive, the logic is straightforward and a natural extension of current shopping behavior. "We want to reach customers wherever shopping decisions are happening and make it easy for them to complete a purchase," he said, arguing that AI search is fast becoming a primary entry point to commerce anyway."
JD Sports plans to allow U.S. customers to search for and purchase sports footwear, apparel and accessories directly within AI platforms, completing transactions in a single click. The rollout begins with JD Fine Line in the coming weeks and builds on U.S. brands including DTLR, Shoe Palace, and Hibbett. North America accounts for about 40% of global sales and offers a lighter regulatory framework than Europe, making the market suitable for testing. Approximately 50%–60% of customers already use AI tools to search for products before visiting the retailer, often via chatbots. The integration aims to reduce friction and potentially lift conversion rates, with close monitoring of outcomes.
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