M&S Tops AI Christmas Nice List for Fashion Gift Inspiration

Marks & Spencer (M&S) has secured top status for fashion gift inspiration this Christmas, according to new research on AI recommendations. The retailer topped the 'AI Christmas Nice List’ compiled by digital marketing and PR agency Tank, which analyzed hundreds of ChatGPT responses to identify which UK retailers are favored for gifting recommendations across 10 retail sectors. The study specifically measured a "mention score" based on how early products were recommended within AI search results, finding M&S to be the primary choice in the fashion category.

M&S achieved the highest mention score (21) in the fashion category, outperforming nearly 150 websites analyzed. The next top recommendations for shoppers included Next, Barbour, and John Lewis, with mention scores of 20, 17, and 15, respectively. While Next received more total mentions than M&S, the report noted these recommendations appeared later in the AI’s responses, resulting in a lower overall score according to the study’s methodology.

The high ratings for British heritage brand Barbour and John Lewis were partially attributed to the impact of their annual Christmas advertising campaigns. These high-profile ads generate significant press coverage and social media attention, helping to drive holiday demand. This year, Barbour’s link-up with Shaun The Sheep was highlighted as a notable success. Other big-name fashion recommendations included Matalan at number five (14 mentions), followed by Sainsbury’s TU Clothing (11 mentions), Longchamp (10 mentions), and accessories brands Fairfax & Favor and White Stuff (both with 8 mentions).

Beyond fashion, other leading brands in different sectors were identified in the research. In the Beauty category, Charlotte Tilbury was mentioned more frequently than any other cosmetics brand. Decathlon took the top spot in the Sports category. John Lewis, despite finishing fourth in the fashion ranking, showed strong overall visibility across the board with 31 total mentions across eight out of the 10 sectors analyzed, including Home and Food & Drink categories.

Martin Harris, head of digital at Tank, commented on the importance of AI discoverability for retailers during peak seasons. He noted that since shoppers use AI tools like ChatGPT for Christmas gift ideas, brands that fail to appear prominently in relevant search results could be missing out on sales. Harris stressed the necessity for brands to have a strategy in place to ensure they are discoverable where shoppers are actively searching for information. He added that while small retailers might struggle with AI visibility during busy periods, there is an opportunity for them to leverage AI to improve discoverability within their niche by understanding customer intent.