John Lewis invests in AI powered shopping

Retailer, John Lewis, has set out its ambition to be one of the first retailers to fully integrate AI technology with the announcement of a significant investment in AI-powered shopping.

Under plans, John Lewis products will be served to customers looking for inspiration on AI platforms like Google Gemini and ChatGPT, starting later this year.  When and where technology is introduced in the UK, customers will ultimately be able to transact and purchase items via these apps within a few clicks.  The investment marks the latest milestone in John Lewis’ broader £800 million multi-year transformation programme. 

Continuing the retailer’s robust approach to integrating physical and digital worlds, this early investment kick starts the integration needed for AI-powered shopping.  John Lewis has extended its partnership with commercetools, the AI-first digital commerce platform, to utilise its new AI capabilities.  The functionality will put John Lewis at the forefront of the new retail revolution, meeting customers in the apps they are already using. 

Alongside the announcement, the retailer has also launched on TikTok Shop with a 90-day pilot timed to help with Mother’s Day gifting. The TikTok Shop trial focuses on a curated edit of beauty and gifting items, instantly shoppable through the short-form video platform.

investments put John Lewis in the places and spaces where customers look to for ideas and discovering products.  As well as allowing them to buy instantaneously in one seamless customer experience, they will help attract new customers to John Lewis. 

In a similar vein, John Lewis pioneered online shopping 25 years ago, launching its first shopping website in 2001.  Online now accounts for 60% of total sales, complimenting John Lewis Cheadle and the brand’s 35 other physical stores. 

Dom McBrien, Chief Digital and Omnichannel Officer, John Lewis, said:

“Our customers are already using AI apps and discovery platforms to find products they love.  These investments will mean that we are right there when customers are looking for ideas – and being able to quickly and easily buy in a few clicks is a gamechanger.  We look forward to rolling out these functionalities and welcoming them into our omnichannel mix alongside our own app, website, and physical stores.” 

Broghan Smith, Head of Key Accounts at TikTok Shop UK Said:

“We’re delighted to welcome John Lewis to TikTok Shop.  As a cornerstone of British retail with a proud heritage, John Lewis represents exactly the kind of quality brand our community loves to discover.  We’re excited to see how they’ll succeed with discovery commerce on TikTok Shop, bringing their trusted products to life in new and engaging ways for our users.”