John Lewis is launching an online chat show and social media studio to increase its visibility to chatbots and improve its prominence in AI search results. The department store chain's 'Gift List' vodcast, hosted by TV presenter Angela Scanlon, will be broadcast on YouTube, with clips shared across other social media channels.
The programme will feature guests discussing presents they have given and received, with broadcaster Louis Theroux set to appear on the inaugural show. Six episodes are planned leading up to Christmas, with potential for more if the series proves successful.
Peter Ruis, the outgoing managing director, stated that customer searches for products via AI large language models like ChatGPT have increased from 0.3% to 2.5% in the past year, indicating growing usage across all age groups. Retailers are adapting their marketing strategies as AI models increasingly prioritise third-party advice and live content in their responses.