JD Sports has become the latest retailer to launch a conversational agent on its website as it looks for more ways to enhance the customer experience, Retail Week has learnt.
The AI tool, Jay, went live on parts of the sportswear retailer’s website for selected users in February this year.
It is understood that the agent is still in the testing phase and is now present on product display pages.
A source familiar with the matter told Retail Week that Jay has driven a significant increase in conversion and is most effective closer to the purchase moment.
It comes as JD Sports is ramping up its investment and development into artificial intelligence to get closer to its customers.
The retailer revealed in January that it had partnered with the AI platform Commercetools to enable customers to purchase its products directly through platforms such as Microsoft Copilot, Google Gemini, and ChatGPT.
The service will be available to customers in the US first and will roll out to the UK and Europe when the capabilities become available.
JD Sports chief technology and transformation officer Jetan Chowk told Retail Week at the time: “Our job is to provide the best customer experience across all our channels. We want to be early within this space, purely because we want to shape the experience, not chase it.”
Last week, it emerged that JD’s chair Andy Higginson quit his position after the board failed to back a move to remove Régis Schultz as chief executive.
The FT reported that Higginson argued that Schultz should be replaced following a slowdown in sales at the business.
No comments yet