John Lewis is launching a YouTube "vodcast" and social media studio to boost its visibility to AI chatbots and search tools, as more shoppers turn to services like ChatGPT and Gemini to find and recommend products. The move follows the success of sister brand Waitrose's Dish podcast, and reflects a wider shift in retail marketing as AI models tend to favour third-party advice and live content over traditional advertising.

The new show, called Gift List and hosted by presenter Angela Scanlon, will see guests discuss good and bad presents they have given and received, with broadcaster Louis Theroux appearing on the first episode; six instalments are planned before Christmas, with more to follow if successful. Outgoing managing director Peter Ruis said AI-driven product searches had grown from just 0.3% of customers a year ago to 2.5% now, prompting the retailer to produce rapid-response content tied to cultural moments such as the British Museum's Bayeux tapestry exhibition and the new Harry Potter TV series. Ruis, who leaves this weekend after almost three years in the role, also spoke of a "swirly" economy, record summer sales of garden furniture and fans, and hopes for business rates support in the chancellor's upcoming budget, ahead of John Lewis's half-year results due next week.