John Lewis Launches AI-Driven YouTube Show for Holiday Season

The John Lewis Partnership is launching a YouTube chatshow and social media studio called the Gift List to increase the visibility of its products in AI search results and chatbot recommendations. Hosted by Angela Scanlon, the six-episode vodcast will feature guests discussing gift-giving in the lead-up to Christmas.

Managing director Peter Ruis initiated the project in response to shifting consumer behavior. Ruis noted that the percentage of customers using AI large language models for product searches grew from 0.3% to 2.5% within a single year.

Ruis, who departs the company this weekend, expressed optimism for the upcoming festive season following a toy boom and record summer sales of garden furniture and cooling appliances. However, he warned that inflation and fuel costs continue to pressure consumers, stating that "people are not going to splurge when you have got inflation swirling."