// Generative Engine Optimisation
John Lewis says the share of shoppers arriving via an AI tool, ChatGPT, Gemini and the rest, has gone from 0.3% of traffic a year ago to 2.5% now. Eightfold in twelve months. Peter Ruis, managing director of John Lewis department stores, calls it exponential. Every age group.
What happens once the reader stops being a person: a content studio on Oxford Street, a YouTube chat show, and a metric nobody can buy their way onto.
Also: the cobra effect’s other cousin, why “third-party” content made in-house isn’t quite, and a managing director who won’t be there to see if any of it worked.
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