JD Sports is launching an AI-powered e-commerce experience in the United States, marking the first deployment of the technology in its largest global market.
The British sportswear retailer is building on an 18-month partnership with commerce technology provider commercetools, which recently supported the re-platforming of JD Sports’ U.S. digital channels.
The new AI commerce capability allows shoppers to search for and purchase footwear, apparel and accessories using artificial intelligence in a single step. U.S. customers will be the first to access the service. North America accounts for roughly 40% of JD Group’s global revenue.
The platform integrates AI and commerce tools from Microsoft, Google and OpenAI, including Copilot, Gemini and ChatGPT, alongside Stripe for payments.
Together, these technologies combine search, product discovery and checkout into one workflow, enabling customers to complete purchases directly from AI-powered interactions.
Related Story
JD Sports said the system enhances product data, pricing and inventory management, with large language models connected directly to its agentic commerce framework.
This setup is designed to deliver accurate, real-time product availability while supporting secure, streamlined payment processing.
“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 plans to expand the AI commerce rollout beyond the U.S. as the technology matures. As large language models become more advanced and new features are introduced, the company expects to extend the platform to its U.K. and European businesses over the course of 2026.
“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.”
Click here to sign up to Retail Gazette‘s free daily email newsletter
