JD Sports lets customers shop via AI platforms

JD Sports will soon allow customers to place orders with a single click via AI assistants such as ChatGPT and Microsoft Copilot, without leaving the app. The move responds to the rapidly increasing use of AI among young shoppers.

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The British sneaker and sportswear retailer is integrating ordering and payment functions into external AI apps, allowing users to find products and check out within the same environment. The rollout will begin in the US in the coming months. Jetan Chowk, chief technology officer at JD Sports, calls AI the future of how people will shop: “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.”