John Lewis launches YouTube chatshow to boost visibility in AI search
UK department store chain John Lewis is starting a gift-themed video show aimed at making its products more visible to AI chatbots and search tools. The move follows a sharp rise in customers using AI to find products.
British department store chain John Lewis is launching an online chatshow and a dedicated social media studio, aiming to make itself and its products more visible to chatbots and more prominent in AI-driven search results.
The show, called "Gift List" and hosted by TV presenter Angela Scanlon, will stream on YouTube, with clips shared across other social platforms. The project follows the success of sister chain Waitrose's "Dish" podcast. Each episode features guests discussing good and bad gifts they have given or received, with broadcaster Louis Theroux appearing in the first installment. Six episodes are planned before Christmas, with more to follow if the format proves popular.
Growing AI influence on shopping
Shoppers are increasingly turning to tools like ChatGPT and Gemini, as well as social platforms such as Instagram and TikTok, when deciding what to buy. AI language models tend to favour independent third-party recommendations and live content in their responses, pushing retailers to rethink their marketing approaches.
John Lewis's outgoing managing director, Peter Ruis, said that a year ago only 0.3% of customers were searching for products through AI language models, but that figure has since climbed to 2.5%, with usage growing rapidly across all age groups. The retailer is increasingly producing quick-turnaround social clips featuring influencers or experts tied to current events, such as the British Museum's Bayeux Tapestry exhibition or the upcoming Harry Potter TV series.
Ruis, who is stepping down this weekend after nearly three years in the role, said John Lewis needed to adapt to the times amid an uncertain economy. He is watching for the chancellor's upcoming budget announcements, hoping for relief on business rates. Despite inflation and fuel costs weighing on consumers, Ruis expressed optimism about the Christmas period, pointing to record summer sales of garden furniture and fans. The company's half-year results are due to be published next week.
