John Lewis launches YouTube chatshow to boost AI-driven product visibility

John Lewis is rolling out a new online chatshow titled Gift List, hosted by TV presenter Angela Scanlon and streamed on YouTube, with highlights shared on other social channels. The six-episode series, beginning with Louis Theroux as a guest, will run through the Christmas period and may be extended if it gains traction. The initiative follows the positive response to Waitrose’s Dish podcast and seeks to improve the retailer’s presence in AI-driven search tools like ChatGPT and Gemini, which currently prioritize third-party advice and live content.

Outgoing managing director Peter Ruis said AI-based product queries have risen from 0.3% to 2.5% of customer searches within a year. He emphasized the need for rapid, influencer-styled content to stay competitive amid a challenging economic climate and upcoming budget decisions.