Pick n Pay launches AI grocery shopping assistant in South Africa

South African retailer Pick n Pay is stepping up its digital game with the launch of "Penny," an artificial intelligence-powered shopping assistant. This new tool allows customers to create grocery orders using voice commands, text messages, or even photos, bypassing the need for manual product searches. The move is a strategic effort by South Africa's second-largest retailer to bolster its online presence and compete more effectively in the rapidly growing on-demand grocery market. Rival Shoprite's Checkers Sixty60 platform currently dominates this space, prompting competitors to invest heavily in digital innovation. Powered by Google's Gemini AI models, "Penny" will be available starting July 6. The assistant supports conversational ordering in multiple languages and can assist with meal planning, budgeting, and personalized recommendations. "On-demand delivery changed how people shop. AI is now changing how they order," said Enrico Ferigolli, omnichannel retail executive at Pick n Pay. He added that consumers increasingly want apps to anticipate their needs, predicting that this will drive sales growth. Pick n Pay plans to introduce more AI-driven features in the coming months, following Shoprite's own recent investment in an AI assistant for personalized deals and product recommendations.

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On-demand delivery changed how people shop. AI is now changing how they order.