South African retailer Pick n Pay has unveiled a new AI-powered shopping assistant designed to simplify online grocery shopping. Called "Penny," this tool will allow customers to place orders using their voice, text messages, or even photos, without having to manually search for products.
This initiative is part of the digital transformation strategy of South Africa's second largest food retailer, which seeks to strengthen its presence in the e-commerce market after several years marked by commercial difficulties and a loss of market share to its main competitor, Shoprite.
Developed using Google's Gemini artificial intelligence models, "Penny" will be rolled out starting July 6th. The assistant will be able to interact conversationally in several languages. Users will be able to send a photo of a handwritten shopping list, a recipe, or a product to automatically generate an order.
The tool will also offer recipes, suggest ingredient substitutions when unavailable, help consumers plan their meals, optimize their budget, and recommend products suited to their shopping habits.
According to Enrico Ferigolli, head of omnichannel commerce at Pick n Pay, consumer expectations are evolving rapidly. He believes that customers are now looking for apps that can guide them in their choices rather than simply speeding up delivery. The company plans to add new AI-powered features in the coming months.
This announcement comes as competition intensifies in the South African on-demand grocery market. Earlier this year, Shoprite launched its own AI-powered assistant to recommend products, suggest restocking, and offer personalized deals to its customers.
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