Image Source: Lauren Almeida
Key Takeaways
- JD Sports plans to allow customers to buy products directly through AI platforms without leaving the apps
- The technology will launch in the US in the coming months, with potential to expand into other regions
- AI usage is booming in the retailer’s core target demographic of shoppers aged between 18 and 24
- Several UK retailers are working on generative engine optimisation to help push their company to the top of results from AI chatbots
- Google has been developing its own AI features, including a partnership with Walmart to enable shopping within its Gemini AI chatbot
Introduction to AI-Powered Shopping
JD Sports has announced plans to allow customers to buy its products directly through AI platforms, such as ChatGPT and Microsoft Copilot, without leaving the apps. This move is part of a larger trend of big retailers attempting to keep up with AI-powered shopping. As Jetan Chowk, the JD Sports chief technology officer, stated, "AI is the future of how people will shop." This shift towards AI-powered shopping is driven by the increasing use of AI apps by customers to research and discover products. According to Chowk, "What we are currently seeing is that customers are regularly using AI apps to research and discover the products they want to buy. We can see that already and want to ensure we are moving early to meet customers and their needs in that space."
The Rise of AI Usage in Retail
AI usage has been booming in the retailer’s core target demographic of shoppers aged between 18 and 24. Research from the advisory company KPMG found that 30% of those aged between 25 and 34 use an AI-enabled chatbot to look for deals online. This trend is expected to continue, with more consumers using AI agents to help with their online shopping. As a result, retailers are working to ensure that their products are easily accessible through AI platforms. This includes making sure they appear in online forums, responding to reviews on Google or Trustpilot, and ensuring AI models can access the correct product data.
The Challenge of Generative Engine Optimisation
The rise of AI-powered shopping presents a new challenge for retailers competing for business online. With the increasing use of AI chatbots, retailers must ensure that their products are visible and accessible through these platforms. This requires a new approach to search engine optimisation, known as generative engine optimisation. Several UK retailers have told the Guardian that they are working on this new approach, which involves optimizing their online presence to appear at the top of results from AI chatbots. As one retailer noted, this requires a range of tactics, including making sure they appear in Reddit forums, responding to reviews on Google or Trustpilot, and ensuring AI models can access the correct product data.
Google’s Response to AI-Powered Shopping
Google has been developing its own AI features, including a partnership with Walmart to enable shopping within its Gemini AI chatbot. As Sundar Pichai, the Google chief executive, stated, "Customers will soon be able to experience everything they love about Walmart directly in the Gemini app." This move is seen as a response to the growing trend of AI-powered shopping, and an attempt to maintain Google’s dominance in traditional search traffic for shopping. However, the rise of AI-powered shopping also presents a challenge to Google’s traditional search model, as consumers increasingly turn to AI chatbots for product research and discovery.
The Future of AI-Powered Shopping
The launch of JD Sports’ AI-powered shopping platform is expected to take place in the US in the coming months, with potential to expand into other regions. This move is seen as a significant step forward in the development of AI-powered shopping, and is expected to have a major impact on the retail industry. As Jetan Chowk noted, "We can see that already and want to ensure we are moving early to meet customers and their needs in that space." The success of this platform will depend on the ability of retailers to adapt to the changing needs of consumers, and to provide a seamless and intuitive shopping experience through AI platforms. As the retail industry continues to evolve, it is clear that AI-powered shopping will play a major role in shaping the future of retail.
https://www.theguardian.com/business/2026/jan/12/jd-sports-shoppers-buy-ai-platforms-chatgpt-microsoft-copilot-us