John Lewis is launching a YouTube chatshow and social media studio to improve its visibility in AI search results and with chatbots. The series, hosted by Angela Scanlon, will feature guests discussing gifts and aims to adapt to changing consumer habits influenced by AI.
Retailers are increasingly adapting their marketing strategies to align with the growing influence of AI and social media on consumer purchasing decisions, recognizing the need to be visible and relevant in new digital landscapes.
John Lewis is launching a YouTube chatshow and social media studio in an effort to enhance its visibility in AI search results and improve its interaction with chatbots. The series, titled "Gift List vodcast" and hosted by TV presenter Angela Scanlon, will feature guests discussing gifts they have given or received. Broadcaster Louis Theroux is set to appear on the inaugural episode.
The initiative comes as retailers face a shift in consumer behavior, with shoppers increasingly relying on AI large language models like ChatGPT and Gemini, as well as social media platforms such as Instagram and TikTok, for product discovery and recommendations. AI models tend to favor third-party advice and live content when generating responses, prompting retailers to rethink their marketing strategies.
Peter Ruis, the outgoing boss of John Lewis, highlighted the rapid growth in AI usage among customers, noting that the percentage of customers searching for products via AI has jumped from 0.3% to 2.5% in the past year, with usage increasing exponentially across all age groups. He emphasized the importance of responding quickly to trends with influencer-generated content, comparing its significance to traditional marketing efforts like the company's festive TV ad.
Ruis, who is departing the company after nearly three years, stated that John Lewis must adapt to the current economic climate, which he described as "a bit swirly." He also mentioned that the upcoming budget announcements from the chancellor would be critical for retailers, expressing a desire for more support regarding business rates.
Despite economic challenges, Ruis expressed optimism about the run-up to Christmas, citing strong trading performance and recent innovations, including modernized cafes and sports departments, alongside the social media push and a recent "toy boom." He indicated that shoppers still have disposable income, though inflation remains a concern. John Lewis is scheduled to release its half-year financial figures next week.