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John Lewis to launch Gift List YouTube chatshow for AI discovery
The six-episode “vodcast,” hosted by Angela Scanlon, comes after John Lewis said AI search use by customers rose from 0.3% to 2.5% in a year.
John Lewis is launching an online chatshow and social media studio tied to its Gift List brand, aiming to make the retailer and its products easier to find in AI search results and chatbots. The “vodcast” will air on YouTube with clips shared across other social media channels.
The show will feature guests discussing good and bad presents, with TV broadcaster Louis Theroux appearing on the first episode. It will run for six episodes leading up to Christmas, with more planned if the series takes off.
The initiative follows the success of Waitrose’s Dish podcast, and it reflects how consumers are increasingly influenced by tools such as ChatGPT and Gemini when looking for product recommendations. According to John Lewis, AI large language models tend to prioritize third party advice and live content, pushing retailers to adjust their marketing plans.
John Lewis outgoing boss Peter Ruis said AI-related product searches among customers rose from 0.3% to 2.5% over the past year, with usage growing across age groups. Ruis, who leaves the role this weekend after nearly three years as managing director, said retailers are facing a challenging, uncertain economy and that the chancellor’s budget announcements next month arrive at a critical time.