For years, online shopping followed a predictable routine: search bar, product listings, filters, and checkout. This traditional model remained largely unchanged despite rapid advancements elsewhere on the internet. However, that model is evolving. On Monday, January 12, 2026, JD Sports Fashion plc (JD Group) became a pioneer by allowing US customers to search for and purchase sneakers directly through AI chatbots like ChatGPT, Microsoft Copilot, and Google Gemini. Shoppers no longer need to visit websites or apps; instead, they simply chat with an AI assistant, telling it to add items to their cart and completing purchases within the conversation.
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