JD Sports unveils AI-powered online shopping in the U.S.
JD Sports is introducing AI commerce to its biggest customer market.
Building on its 18-month partnership with commercetools, a technology provider that helped the retailer re-platform its e-commerce channels in the U.S., JD Sports is leveraging a new AI platform that will enable shoppers to use AI tools to search for and purchase sports footwear, apparel and accessories – all in a single click. Shoppers in the United States will be the first to access the new technology. (North America is JD Group’s largest market, representing 40% of its global sales.)
By integrating AI tools including Microsoft’s Copilot and Stripe, Google’s Gemini and OpenAI ChatGPT, JD Sports is creating an AI foundation that merges search, discovery and integrated payments. This will enable customers to find and purchase products in one step.
The new platform will optimize the British sportswear retailer's product information, pricing and inventory systems. LLMs will connect directly to the agentic commerce suite, which will provide secure checkout and payment processing. This ensures that when customers interact with AI solutions, they receive accurate and real-time information on product availability, and can complete their purchases seamlessly.
“This agreement places JD right at the forefront of AI commerce. We want to reach customers wherever shopping decisions are happening, and make it easy for them to complete a purchase,” said Regis Schultz, group CEO of JD Sports Fashion plc. “As AI becomes a real entry point for commerce, our partnership with commercetools and Stripe will allow customers using AI for searches to find and transact with JD quicker and easier, at the click of a button through those channels, without adding complexity to our operations."
JD Sports has high expectations for the program. As the technology’s large language models (LLMs) increase sophistication and roll out new features to regions outside of the U.S., JD will expand the roll-out to its U.K. and European operations throughout 2026. In addition to strengthening its digital proposition for customers, JD Sports expects this AI commerce initiative to keep the company moving forward and stay ahead of the curve in the ever-evolving retail landscape.
“We’ve seen that customers want to be able to shop though different channels and it’s important that we meet them where they are,” said Jetan Chowk, chief technology & transformation officer of JD Sports. “[This] is an important step into the next era of online shopping and positions JD to be ahead of the curve as the global retail industry embraces AI.”
JD Sports' AI efforts will be increasingly important in securing a competitive edge as more consumers embrace AI commerce, especially as AI-led traffic continues to soar. For example, 60% of U.S. consumers said they already use AI as part of their shopping journeys, according to research conducted by Adobe Express among 5,000 consumers in 2025.
JD Sports operates more than 2,500 stores across JD, DTLR, Shoe Palace and Hibbett brands.
