John Lewis Boosts Content Creation Investment as AI Shopping Searches Rise

According to Jin10, British retailer John Lewis is increasing investment in content creation as consumers increasingly discover products through AI agents. The company said searches from AI agents rose to 2.5% from 0.3% a year earlier, and that the trend is accelerating. John Lewis department store managing director Peter Ruis said the growth is exponential and spans all age groups. The group also opened a new studio at its Oxford Street flagship store on Thursday, where influencers can record content daily, and it is producing its own video content. Ruis also said British consumers are very cautious about spending on non-essential items because of concerns about inflation and rising interest rates.