JD Sports is getting ready to bring shopping straight into AI apps. The retailer has confirmed plans to let customers buy products directly through platforms like ChatGPT and Microsoft Copilot, without needing to leave the app.
The British sportswear and trainer brand says it will introduce “one-click purchases” through these AI tools as major retailers race to adapt to the rise of AI-powered shopping. The feature is set to launch in the US within the next few months, with the possibility of expanding to other markets later on.
Shopping where customers already are
Jetan Chowk, JD Sports’ chief technology officer, says AI is quickly becoming a key part of how people shop. Speaking to PA Media, he explained that AI was “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,” he said. “We can see that already and want to ensure we are moving early to meet customers and their needs in that space.”
Chowk also noted that AI usage is especially strong among JD Sports’ core audience of 18 to 24-year-old shoppers, making this shift even more important for the brand.
AI-powered shopping on the rise
Interest in AI shopping tools is growing fast across younger age groups. Research from advisory firm KPMG found last year that 30% of people aged between 25 and 34 already use AI-enabled chatbots to hunt for deals online.
These large language models let users ask questions in a natural, conversational way. Based on that input, the platforms suggest products by pulling information from the internet and built-in data sources, with some sources treated as more reliable than others.
Retailers rethink online visibility
Several UK retailers have told the Guardian that they are now focusing on generative engine optimisation, the latest evolution of search engine optimisation. The goal is to make sure their products appear prominently in AI chatbot responses.
This includes tactics such as being active in Reddit discussions, replying to customer reviews on platforms like Google and Trustpilot, and making sure AI systems can easily access accurate product data.
The shift presents a fresh challenge for online retailers and also chips away at Google’s long-standing dominance in shopping-related search traffic.
Tech giants enter the shopping race
Google is not standing still. The company has been building its own AI shopping features and recently announced partnerships with major US retailers, including Walmart. The move will allow users to shop directly within Google’s Gemini AI chatbot. Google chief executive Sundar Pichai said customers would “soon be able to experience everything they love about Walmart directly in the Gemini app”.
At the same time, more shoppers are turning to AI agents, which act like digital assistants that can help manage online purchases. Last year, OpenAI, Perplexity, Google, and Microsoft all launched AI tools that allow users to search for products through chatbots, with agents capable of completing orders on a customer’s behalf.
What’s next for JD Sports
JD Sports is set to release its fourth-quarter trading update following the crucial Christmas shopping season on 21 January. The retailer previously warned that rising unemployment among young people in the UK had slowed both sales growth and profits toward the end of last year.
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