JD Sports to Integrate AI-Enabled Purchasing Across US Market

JD Sports Fashion plans to roll out AI-enabled purchasing across the US market, allowing customers to search and buy products directly through leading AI platforms such as Microsoft Copilot and Google Gemini. The retailer aims to support direct purchasing through AI platforms in the US ahead of a wider international rollout. JD Sports' CEO Regis Schultz stated that the partnership will strengthen the company's digital proposition and keep it aligned with the fast-changing retail landscape. The US is JD's largest market, where it operates more than 2,500 stores across JD, DTLR, Shoe Palace, and Hibbett, generating 40% of group sales.