John Lewis Enters AI Powered Shopping Era

John Lewis, a retailer with a 162-year legacy and a commitment to the motto “Never Knowingly Undersold,” is embarking on a significant digital expansion designed to adapt to the evolving retail landscape. The company plans to start selling its products via chatbots, including ChatGPT, and the TikTok Shop, aiming to attract younger consumers and modernise its appeal in an increasingly competitive market.

The retailer has announced a multimillion-pound initiative focused on “AI-powered shopping.” As artificial intelligence transforms consumer behaviour in the UK, John Lewis aims to utilise AI platforms to recommend its products to shoppers searching for inspiration. For example, through AI, customers can ask for a selection of shirts suitable for a spring party, specifying their budget and level of formality, and receive tailored recommendations from John Lewis.

Initial plans include offering a range of beauty products and gifts through TikTok Shop, which has quickly gained prominence in British e-commerce since its launch in 2021. Recent data shows that TikTok Shop is becoming a viable channel for higher-value items, enabling brands like John Lewis to connect with tech-savvy consumers seeking convenience in their shopping experiences. The platform saw substantial sales during events such as Black Friday, reinforcing its growing influence.

To facilitate this new venture, John Lewis has partnered with Commercetools, a tech company that will help integrate its product information into chatbots’ protocols. This collaboration allows John Lewis to appear more frequently in relevant searches, enhancing visibility and accessibility for potential customers.

Retailers across the UK are recognising the potential of AI as a means to engage a younger demographic. Recent research indicates that 30 per cent of people aged 25 to 34 have used chatbots to search for deals. As consumer habits continues to shift, John Lewis and other brands are adopting technology to streamline the shopping experience.

With 36 stores across the UK and a robust online presence that accounted for 60 per cent of total sales, John Lewis aims to remain ahead of the curve in the retail industry. The company is set to roll out same-day deliveries within 45 minutes for selected customers in cities such as London, Cambridge, and Liverpool.

As it looks to the future, the retailer is keen to solidify its position as a pioneer in AI-driven shopping solutions, having already employed AI for price matching against its 25 biggest competitors since 2024. Amidst these technological advancements, John Lewis faces challenges related to profitability and employee bonuses, prompting ongoing efforts to revitalise its operations.