John Lewis is using AI to renew its famous price pledge, which might just improve sales
- Written by Tamsin McLaren, Senior Lecturer in Marketing, University of Bath
Price matching is back.Richard M Lee/ShutterstockIt was always a brave promise. But John Lewis’s pledge to be “never knowingly undersold” – that it wouldn’t be beaten on prices – lasted for almost a century until it was dropped by the British department store in 2022.
Now it’s back. And the company is...







