tech
January 12, 2026
JD Sports plans to let shoppers buy through AI platforms
Retailer to allow ‘one-click purchases’ through assistants such as ChatGPT and Microsoft Copilot, beginning in US
TL;DR
- JD Sports will allow direct, one-click purchases through AI platforms like ChatGPT and Microsoft Copilot.
- The technology aims to meet customer needs as AI is increasingly used for product research and discovery.
- This AI shopping feature will launch in the US in the coming months, with potential for expansion.
- Retailers are focusing on generative engine optimization to appear in AI chatbot search results.
- This trend challenges Google's dominance in traditional shopping search traffic.
- Google is also integrating shopping features into its Gemini AI chatbot with partners like Walmart.
- AI agents are emerging to assist consumers with online shopping and order completion.
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