South African retailer Pick n Pay has launched an artificial intelligence-powered grocery shopping assistant called Penny, as the company accelerates its digital transformation and intensifies competition in the country’s fast-growing online grocery market. According to Reuters, the new assistant enables customers to build grocery orders using voice notes, text prompts, or photos instead of manually searching for products, with the rollout beginning on July 6 through the retailer’s asap! delivery app. Powered by Google’s Gemini AI models, the initiative forms part of Pick n Pay’s broader turnaround strategy following years of declining market share and weak financial performance.
Penny allows shoppers to interact conversationally in multiple languages, upload handwritten shopping lists, photograph recipes or products, and receive instant basket recommendations. The AI assistant also offers recipe suggestions, ingredient substitutions, meal planning support, budget-conscious shopping advice, and personalised product recommendations. Enrico Ferigolli, Pick n Pay’s Omnichannel Retail Executive, said the technology reflects a shift in consumer expectations, noting that shoppers increasingly want intelligent applications that simplify decision-making rather than merely speeding up purchases.
The launch comes as competition in South Africa’s online grocery sector intensifies. Shoprite’s Checkers Sixty60 platform continues to dominate the country’s on-demand grocery delivery market, prompting retailers to invest heavily in digital innovation and AI-powered customer experiences. Pick n Pay said Penny represents the first step in a broader AI strategy, with additional intelligent shopping features expected to be introduced in the coming months as the company modernises its online ecosystem.
For South Africa’s retail industry, the introduction of AI-powered grocery shopping marks another milestone in the digital evolution of consumer commerce. Analysts say conversational AI, personalised recommendations, and automated shopping assistance are becoming key competitive differentiators for retailers seeking to improve customer engagement, increase online sales, and strengthen loyalty in an increasingly technology-driven marketplace.
