John Lewis is embarking on a significant transformation in its retail strategy by integrating artificial intelligence and social media into its sales approach, targeting younger consumers and modernizing its business model. The historic department store has launched a multimillion-pound initiative focused on “AI-powered shopping,” allowing its products to be featured in recommendations generated by AI chatbots including ChatGPT and Google Gemini. This move is part of a broader digital expansion aimed at positioning the brand within the emerging tools that consumers are increasingly using to discover products.
In tandem with its AI strategy, John Lewis is also set to trial sales through TikTok Shop, a burgeoning social commerce platform embedded within the TikTok app. Company executives are optimistic that this initiative will help extend the appeal of the 162-year-old retailer beyond its traditional demographic. The new system will enable users interacting with AI chatbots to receive tailored recommendations for John Lewis products when searching for various items, from clothing to homeware.
For instance, a customer might prompt a chatbot for suggestions on a spring outfit for a party, and the AI could recommend an appropriate shirt available at John Lewis if it meets the specified criteria. Over time, the retailer envisions that shoppers will be able to finalize purchases directly within the conversational AI interface, as developers implement embedded checkout features across multiple platforms.
This shift reflects a growing trend where artificial intelligence is becoming a fundamental starting point for online shopping. Research from KPMG indicates that approximately 30 percent of consumers aged 25 to 34 have already utilized chatbots to search for deals and product recommendations. Retail analyst Jonathan De Mello commented on this trend, noting that “Retailers are embracing AI as a mechanism to reach a consumer that is relatively tech-savvy, especially the younger generation that uses it for almost everything.”
As part of its AI initiative, John Lewis will initially focus its TikTok Shop offerings on beauty and gift products, categories that resonate well with the platform’s influencer-driven shopping model. Since its inception in 2021, TikTok Shop has rapidly gained traction in UK e-commerce, with the platform reportedly selling 27 products every second during last year’s Black Friday event, underscoring the swift evolution of social media retail.
Other major retailers, such as Marks & Spencer and Sainsbury’s, have also begun experimenting with sales through TikTok Shop, reflecting a growing confidence among established brands in this channel. To facilitate the integration of its product offerings into AI chatbot recommendations, John Lewis has partnered with Commercetools, a commerce technology company. This collaboration ensures that the retailer’s product catalog is formatted correctly for AI search systems, enabling chatbots to recognize John Lewis as a merchant and recommend its products effectively.
Dom McBrien, a representative of John Lewis, emphasized that the strategy aims to ensure the retailer is present in the digital environments where consumers increasingly make purchasing decisions. “These investments will mean that we are right there when customers are looking for ideas,” he said. “Being able to quickly and easily buy in a few clicks is a gamechanger.”
John Lewis is not the only company exploring AI-driven commerce; sportswear retailer JD Sports has indicated plans to allow customers to make purchases directly through AI applications in the future. Major technology companies are also developing tools to integrate retail within conversational platforms, with Google announcing partnerships for purchases through its Gemini AI platform and ChatGPT experimenting with instant checkout tools in the United States.
The rapid advancement of AI shopping tools has sparked discussions among legal experts and regulators regarding the implications for recommendations, advertising disclosures, and consumer protection regulations within conversational commerce. This push into AI and social commerce arrives as John Lewis seeks to rejuvenate its operations following challenging years. The retailer operates 36 department stores across the UK and launched its online shop in 2001, with online sales now accounting for around 60 percent of total revenue.
John Lewis Partnership, which also owns the supermarket chain Waitrose, is currently undergoing a significant turnaround under the leadership of chairman Jason Tarry, a former Tesco executive who assumed leadership in 2024 after Sharon White’s departure. Tarry has initiated a comprehensive program aimed at restoring profitability, modernizing operations, and enhancing the brand’s competitiveness amid a rapidly changing retail landscape.
Later this week, the John Lewis Partnership is set to release its results for the 2025–26 financial year, amid speculation about the potential reinstatement of staff bonuses, which have not been awarded since January 2022. Traditionally, these bonuses, known internally as “partners,” have reached as high as 15 percent of salary, allowing roughly 70,000 employee-owners to share in the company’s profits when declared. Although analysts anticipate that the group may fall short of its £200 million profit target, there is optimism that management may still consider restoring bonuses to uplift morale following years of restructuring, store closures, and cost-cutting measures.
For a brand synonymous with traditional British retail values, the pivot towards AI-powered commerce marks a significant strategic shift. Executives believe that embedding John Lewis within AI platforms and social commerce environments will ensure the retailer maintains visibility as consumer habits evolve. As conversational AI emerges as a new gateway to online shopping, John Lewis aims to leverage its early investments to remain relevant in the next generation of digital retail.
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