John Lewis Turns to AI Shopping and Social-First Content as Consumer Search Habits Shift

John Lewis & Partners is increasing its focus on artificial intelligence and original content as the British retailer responds to a rapid rise in consumers using AI tools to search for products.

The company, one of the UK’s best-known department store brands, sells fashion, beauty products, home furnishings, appliances, technology and other consumer goods through 36 stores and its online channels.

According to Reuters, around 2.5% of product searches connected to John Lewis are now coming through AI agents, compared with only 0.3% a year earlier.

Although AI-driven searches still represent a relatively small share of overall product discovery, the sharp increase is giving the retailer another reason to rethink how customers find products online.

AI Agents Are Becoming Part of Product Discovery

John Lewis Managing Director Peter Ruis said the growing use of AI-assisted shopping is visible across different age groups.

Consumers are increasingly turning to AI tools to research products, compare options and receive recommendations instead of relying exclusively on traditional search engines and retailer websites.

The shift comes as retailers continue to operate in a difficult economic environment, with many consumers remaining cautious about discretionary spending.

For John Lewis, producing more original digital content is becoming one way to respond to these changing shopping habits and improve how its products are discovered across newer digital channels.

John Lewis Opens a New Content Studio

As part of that strategy, John Lewis has created The Box Studio, a dedicated content production space inside its flagship Oxford Street store in London.

The studio is designed to support a steady flow of digital and social content, including product reviews, reactions to trends, seasonal content, creator collaborations and product-focused features.

John Lewis says the idea reflects the way the traditional retail “shop window” is increasingly moving into social media and other digital platforms.

Rather than relying only on conventional advertising campaigns, the retailer can use its own studio to create content continuously and distribute it across multiple channels.

New “Gift List” Series Launches From The Box Studio

On September 3, John Lewis also launched a new social-first video podcast called Gift List.

Hosted by broadcaster Angela Scanlon, the series focuses on conversations with celebrities about memorable gifts, gifting experiences and personal product choices.

Documentary filmmaker and broadcaster Louis Theroux appears as the first guest.

The program is filmed inside The Box Studio and will consist of six episodes released every three weeks.

Full episodes will appear across YouTube, the John Lewis website, Spotify and Apple Podcasts, while shorter versions will be distributed through social platforms.

John Lewis has also begun producing other content from the studio featuring personalities including Daisy May Cooper, Tom Davis and Stephen Libby.

Retail Marketing Is Moving Across More Channels

The investment highlights how product discovery is becoming increasingly distributed.

Consumers can now encounter a product through social media, watch a video review, research it through Google, ask an AI assistant for recommendations and eventually make a purchase through a retailer’s website or store.

For retailers, that creates pressure to produce content that works across several stages of the customer journey rather than depending on a single marketing channel.

AI agents add another element to that environment.

As AI-powered shopping tools become more widely used, retailers have an incentive to make product information, reviews, brand content and other digital materials easier for both consumers and AI systems to discover and understand.

John Lewis Faces a Challenging Consumer Environment

The shift comes while John Lewis and other retailers continue to navigate cautious consumer spending.

Reuters reports that customers remain concerned about the economy despite some areas of stronger summer demand.

Hot weather helped sales of products such as air conditioners and garden furniture, but broader economic uncertainty continues to affect purchasing decisions.

Ruis described the environment as difficult and noted concerns among customers about future employment prospects, particularly for their children.

John Lewis is scheduled to report its half-year financial results on September 10.

Ruis is also preparing to step down as Managing Director on September 6, with Will Kernan set to succeed him.

What the John Lewis Strategy Shows About the Future of Marketing

John Lewis’ investment in content comes at a time when the relationship between retail, social media, search and artificial intelligence is becoming increasingly connected.

The jump in AI-agent product searches from 0.3% to 2.5% in only one year provides a clear example of how quickly consumer behavior can change.

Traditional search and conventional digital marketing remain important, but businesses now have additional discovery channels to consider.

For brands, the challenge is becoming broader: being visible not only when someone searches on Google, but also when consumers discover products through social platforms, video content and AI-powered recommendations.

John Lewis is positioning its content operation around that changing environment — creating more original material, expanding social-first formats and preparing for a future in which AI agents may play a much larger role in the shopping journey.

Sources

• Reuters — UK’s John Lewis looks to harness AI agent shopping in “difficult economy” — September 3, 2026.

• John Lewis Partnership — John Lewis unwraps brand-new vodcast “Gift List” hosted by Angela Scanlon with first guest Louis Theroux — September 3, 2026.