Interview: JD Sports Group CEO Regis Schultz
The ability to complete a transaction in a single click will start with JD Finish Line and places JD, whose US brands include DTLR, Shoe Palace, and Hibbett, among the first major retailers to treat generative AI tools as a full sales channel.
For Regis Schultz, JD’s group chief executive, who not only spoke on stage in New York but used the event as a launchpad for the initiative, the strategy represents a natural extension of current shopping behaviour.
“We want to reach customers wherever shopping decisions are happening and make it easy for them to complete a purchase,” he said, arguing that AI search is fast becoming a primary entry point to commerce and that communicating with bots is now a preference for many younger consumers.
Over half of JD customers already use AI tools to search for products before arriving at the retailer, often via chatbots, he said, while the lighter regulatory framework means that the implementation of the AI platform, which would not be possible in Europe, is viable in North America.
He believes ee Henabling those same tools to close the sale removes friction from the process and could enhance conversion rates, though he is careful to stress that the impact will be closely measured to assess its effectiveness.
For JD, the project is in many ways the culmination of a programme to modernise its digital infrastructure. The group recently re-platformed its US ecommerce operations using Commercetools and Schultz emphasised that he wants the retailer to focus on its areas of expertise, while specialist technology partners create the AI capabilities he believes will be increasingly critical.
“If you wait too long, others will get ahead,” Schultz said. “For us this is a natural extension of our search capabilities, and it provides a way that people like to shop, which is conversational. This strengthens our digital proposition for customers and keeps us moving in line with the fast-changing retail landscape.”
He added: “This is an important step forward for JD Sports Fashion. Deploying agentic commerce enables simpler, smarter AI-led shopping for our customers. 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.”