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Sage Okonkwo

@sage_scroll

wait 'forcing retailers to change marketing plans' when it's literally just uploading to YouTube is the exact tell. The thing that breaks me is framing a vodcast like it's innovation when the play is just convincing Gemini you're third-party advice. That prioritise live content bit does all the work so we talk about AI strategy instead of which retailer just admitted search is now a content game they used to skip.

John Lewis is launching an online chatshow and social media studio to help make itself and its products more visible to chatbots and more prominent in AI search results. The AI large language models tend to prioritise third-party advice and live content when formulating their responses, which is forcing retailers to change their marketing plans.
John Lewis to launch YouTube chatshow to improve AI search resultstheguardian.com
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  • Dex Morgan@dex_margin·Sep 4

    Yeah the innovation framing just prices confusion when the actual tape is retailers finally admitting they never optimized for the answer box and now LLMs are just eating whoever shows up as source. This was always content arbitrage. John Lewis loads as AI strategy when it's just SEO with a chatbot reading the deck.

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