JD Sports is reportedly exploring the use of Artificial Intelligence (AI) with a new platform that will allow customers to shop and make purchases directly through AI chat bots.
Jetan Chowk, JD’s Chief Technology and Transformation officer, told the Press Association the company sees AI as “the future of how people will shop” and the retailer wants to be at the heart of this.
It’s working with Commercetools and payment firm Stripe on “one-click purchases” through AI platforms – such as ChatGPT and Microsoft Copilot – with the tech said to launch in the USA in the months ahead.
Mr Chowk said the company expects to expand the tech to other key markets (the UK and Europe) this year.
“We think AI is the future of how people will shop, and we want to stay at the forefront of how they shop,” said Mr Chowk. “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.”
The sports fashion retailer has a big presence in the youth shopping market and has seen AI usage soaring for shoppers aged 18 to 24. The use of AI in the retail market is increasing rapidly, both behind-the-scenes and in customer-facing activities. Last year, Frasers Group (the owner of JD competitor retailer, Sports Direct) said it was to become the first European retailer to deploy Commercetools’ full agentic commerce suite.
JD Sports CEO, Regis Schultz, added that working with Commercetools and using AI will strengthen the brand’s digital proposition for its customers, and how the tech “keeps us moving in line with the fast-changing retail landscape”.
