Why JD Sports has kicked on with a new era of AI Shopping
- lastmansurfing
- Jan 21
- 1 min read
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.
The move will start with JD Fine Line “in the coming weeks” and places JD, whose U.S. brands include DTLR, Shoe Palace, and Hibbett, among the first large retailers to treat generative AI tools as a fully-fledged sales channel rather than a marketing add-on.
Read the full story | FORBES
