Anyone turning to ChatGPT for gift inspiration this Christmas can expect to see a haul of John Lewis picks, according to new research.
The AI Christmas Nice List Report, by digital marketing and PR agency Tank, revealed which UK retailers AI favours for Christmas gifting by analysing hundreds of ChatGPT responses across 10 popular retail sectors.
High-street favourite John Lewis is ‘sleighing’ Christmas, achieving the highest number of AI mentions from over 1,000 retailers, with its products recommended 31 times, across eight out of 10 product categories, from fashion and beauty to homeware, automotive, and toys.
Amazon, known as a one-stop-shop for Christmas, is AI’s second favourite online retailer, with 30 mentions across eight sectors.
AI’s Christmas Nice List also revealed John Lewis & Partners is ChatGPT’s top retailer for both food and drink, and home goods, this Christmas, beating its partner brand Waitrose and competitors: M&S, Habitat and Next.
It comes as ChatGPT launched a new shopping research function that offers personalised product recommendations, which could influence Christmas shopper’s behaviour and cause less visible brands to miss out on sales.
Top 10 most prominent retailers in AI search
Multi-category online retailers are appearing most in AI search results, with John Lewis & Partners taking the top spot, outperforming more niche retailers.
Its annual Christmas ad marks the start of Christmas for shoppers, generating press coverage and social media conversations, which could play a part in its high rankings.
Following Amazon, Argos is AI’s third favourite retailer for Christmas gifts, with 10 mentions across five sectors. It has a varied product catalogue spanning many sectors and is frequently mentioned for its Christmas deals on reputable sites.
Retailers with the highest visibility per sector
The research also revealed AI’s favourite retailers per sector, awarding them a mention score based on how early they appear in ChatGPT’s responses.
For example, ChatGPT is more likely to recommend clothing from M&S out of 138 fashion websites, with the brand receiving more high-value mentions than its competitors.
When buying new electricals, Christmas shoppers are more likely to be recommended Samsung, which has a high mention score of 25.
Tech-giant Apple ranks low with a mention score of 10, despite the latest iPhone release predicted to top Christmas wishlists.
Karl McKeever, founder at Futurview Retail Consultants, has helped to revive fortunes for major retailers like Adidas, John Lewis & Partners and Sainsbury’s, and believes shoppers are now using AI tools to find the best prices online.
Commenting on the research, he said: “Shoppers want to maximise their time and budget to create the perfect Christmas. In the past, this meant spending hours on the high street, visiting multiple stores for inspiration and to check stock. Now they’re getting smarter, using online search and AI tools to remove the guesswork and drudge from festive shopping.
“These tools offer inspiration, help people find what they want at the best price, and pinpoint purchases from specific retailers. Ultimately AI tools are changing how people shop, offering them a less stressful shopping experience and fewer miles travelled. When the tools introduce in-app checkouts in the UK, AI could be a key income channel but it’s important to remember that its use does vary across age groups.”
Martin Harris, head of digital at Tank, adds:
“ChatGPT is used everyday for personal and commercial queries such as Christmas gift ideas, so if brands aren’t appearing for the relevant results, they could be missing out on sales. AI search is important for retailers and while there is hesitancy around it, it is essential brands are discoverable where shoppers are searching for information.
“While some small retailers could struggle with being found in AI during peak seasons like Christmas, it presents an opportunity to improve visibility in their niche. Consumers can also use AI to find niche brands and products. That’s why it’s even more important retailers know what their customers want and have a strategy to appear in the relevant results.”
