On September 3, reports surfaced that John Lewis, the UK's premier employee-owned retailer, is significantly boosting its investment in content creation. With consumers increasingly turning to AI agents to discover products, the company aims to maintain its consumer appeal in a challenging economic climate. Department store group data reveals that the share of searches conducted via AI agents has surged from 0.3% a year ago to 2.5%, showcasing an accelerating growth trajectory. Peter Ruis, Managing Director of John Lewis's department store division, described this growth as exponential and noted its prevalence across all age demographics. On Thursday, the group inaugurated a new studio at its flagship Oxford Street location, dedicated to daily content recording by influencers. This initiative is designed to generate online buzz that AI can capture and leverage. Simultaneously, the company is also ramping up its production of original video content. Ruis further highlighted that UK consumers are exercising caution in their spending on non-essential items, influenced by the dual pressures of rising inflation and interest rates.