Britain's JD Sports launches AI commerce in key US market

3 hours ago 1

Reuters

Mon, January 12, 2026 astatine 3:31 AM CST 1 min read

LONDON, Jan 12 (Reuters) - British sportswear retailer JD Sports Fashion said connected Monday customers successful the United States, its largest market, volition beryllium capable to ‌use AI platforms to hunt for and acquisition its products.

In the U.S., ‌the radical trades from implicit 2,500 stores crossed the JD, DTLR, Shoe Palace and Hibbett brands and besides trades online. It makes implicit 40% of its planetary income successful the ⁠U.S.

Starting with Microsoft's Copilot ‌and aboriginal extending to Google's Gemini and OpenAI's ChatGPT, customers successful the U.S. volition beryllium ‍able to find and bargain sports footwear, apparel and accessories from JD utilizing the AI platforms.

JD said it has partnered with commercetools, a integer commerce level provider, and fiscal infrastructure steadfast ‌Stripe to supply the work which connects AI-driven searches to unafraid checkout and payments.

"Today’s announcement is an important measurement into the adjacent epoch of online buying and positions JD to beryllium up of the curve arsenic the planetary ⁠retail manufacture embraces AI," said Jetan Chowk, JD's main exertion & translation officer.

JD is scheduled to contented a trading update for the Christmas 4th connected January 21.

In November, it ‍forecast yearly nett ⁠at the little extremity of past marketplace expectations, saying it was mindful of anemic economical and user ⁠indicators successful its cardinal countries.

Shares successful JD were up 1.2%, paring losses ‌over the past twelvemonth to 11.8%.

(Reporting by James ‌Davey; editing by William James)