Klarna Unveils AI-Powered Shopping Feed

Klarna AI shopping

Klarna has debuted a personalized shopping feed powered by artificial intelligence (AI).

The new tool, announced Tuesday (April 25), is part of a suite of new products for shoppers, creators and retailers from the Swedish payments company, and the latest example of AI’s prevalence in the commerce space.

“Our new AI-powered discovery shopping feed is the next evolution of the Klarna app becoming the starting point for every purchase,” Klarna Co-founder and CEO Sebastian Siemiatkowski said in a news release.

“This builds on a ton of initiatives we’re working on in the AI space, to provide a greater level of personalization to consumers that was once thought impossible.”

According to the release, the feed is powered by Klarna’s in-house AI product recommendation engine, giving users a “feed of highly personalized product recommendations” that becomes tailored to them as it learns more about consumers’ preferences.

It follows last month’s announcement that Klarna had teamed with OpenAI to use that company’s ChatGPT as a personal shopping assistant. Klarna says its ChatGPT plug-in lets users ask the platform for shopping advice and get product recommendations.

“I’m super excited about our plugin with ChatGPT because it passes my ‘north star’ criteria that I call my ‘mom test,’ i.e., would my mom understand and benefit from this,” Siemiatkowski said at the time. “And it does because it’s easy to use and genuinely solves a ton of problems — it drives tremendous value for everyone.”

The launch of this latest product is happening amid what PYMNTS described last week as a “steady drumbeat” of announcements from companies “promising to use conversational AI to transform commerce and payments.”

Walmart, for example, has reportedly been building new shopping features on generative AI, enhancing Text to Shop (which lets users add items to their carts by naming them aloud) and eventually moving toward generating 3D images of products.

And Zalando has said it will add a ChatGPT-powered fashion assistant to its online platform for fashion and lifestyle, where customers can select items based on questions they ask.

In addition to the new shopping feed, Klarna says its other new offerings include a resale feature in its app that speeds the process of listing products on secondhand marketplaces. Designed to meet the growing demand for resale options, the feature is available now in Sweden and set to go live in other parts of the world soon.

Also new to Klarna is a tool called “Ad Manager,” which uses the company’s first-party data to help retailers reach shoppers and create targeted ads.

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