People are starting to ask AI what to buy and John Lewis is paying attention.
The retailer says searches coming from AI agents have grown from just 0.3% to 2.5% in a year.
That might still sound small, but the direction of travel is interesting.
Instead of opening Google and searching for “best sofa under £1,000”, people are increasingly asking ChatGPT, Gemini and other AI tools to do the searching for them.
John Lewis is now working to make its products available through these AI-powered shopping experiences, while also investing more heavily in original content.
It raises an interesting question for businesses of every size.
When your next customer asks AI who they should buy from, will it know enough about your business to recommend you? Source: John Lewis Partnership / Reuters
The bigger picture.
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