John Lewis is launching a new online chatshow and social media studio aimed at increasing its visibility to chatbots and improving its presence in AI search results. The initiative, called the Gift List “vodcast,” will be hosted by TV presenter Angela Scanlon and will air on YouTube, with clips shared across other social media platforms. This follows the success of its sister chain, Waitrose, with its Dish podcast. The show will feature guests discussing both good and bad gift experiences, with broadcaster Louis Theroux appearing on the first episode. The series will include six episodes leading up to Christmas, with more planned if it proves popular. As more shoppers rely on AI tools like ChatGPT and Gemini to discover and recommend products, retailers are adjusting their marketing strategies. These AI models often prioritize third-party advice and live content, pushing companies like John Lewis to adapt. According to outgoing managing director Peter Ruis, the use of AI for product searches has grown significantly, from 0.3% of customers a year ago to 2.5% now, with continued exponential growth across all age groups. Ruis, who is leaving John Lewis after nearly three years as managing director, emphasized the importance of responding quickly to trends and consumer interests. This includes creating social media content with influencers or experts, such as coverage of the British Museum’s Bayeux tapestry exhibition, which may spark interest in cross-stitching, or the recent launch of the Harry Potter TV series. These efforts are now seen as equally important as traditional marketing strategies like festive TV ads or the company’s price guarantee. Despite economic challenges, including rising inflation and high fuel costs, Ruis expressed optimism about the holiday season. Recent innovations, such as modernized cafes and sports departments, along with a surge in toy sales, have contributed to strong trading this week. However, he cautioned that the “Burnham bounce” — a temporary boost in consumer spending — might not last. While the company will release its half-year figures next week, Ruis noted there was “decent momentum” as shoppers still had money to spend. He also highlighted that John Lewis has a unique market position, selling items like prams, garden furniture, and technology that are not typically found in traditional department stores like Harvey Nichols.