Brands Are Losing Shelf Space to AI Algorithms

Tesco has spent three decades learning what more than 24 million U.K. households buy through its Clubcard loyalty program. Now the grocer is testing what happens when artificial intelligence stops recommending groceries and starts building the basket itself.

Tesco’s pilot is a meal-planning assistant, built with U.K. AI consultancy Tomoro, that suggests recipe ideas based on a customer’s preferences and dietary needs and can add the recommended ingredients directly into a shopper’s basket, Retail Gazette reported. The assistant is in beta with roughly 280,000 Tesco employees ahead of a wider customer rollout, Retail Gazette also reported.

That Tomoro-built tool runs separately from Tesco’s other AI bets, though the strategy overlaps. Tesco’s strategic partnership with Adobe, announced in April, brings agentic AI capabilities and personalized content generation to Clubcard offers and marketing rather than to the meal planner itself, Adobe said in the announcement. The two companies also launched a joint Innovation Lab, embedding Adobe engineers alongside Tesco’s technology teams.

Tesco controls close to 30% of the U.K. grocery market, and Clubcard remains one of retail’s largest first-party datasets: purchasing histories stretching back three decades, according to Forbes contributor Bernard Marr.

“Few retailers anywhere in the world have built the depth of trust and knowledge that Tesco has,” Nathan Hancock, Adobe’s vice president and managing director for the U.K., Ireland, Middle East and Africa, told The Grocer, calling the combination “a genuine step-change for modern retail personalization.”

Tesco separately signed a three-year agreement with AI company Mistral in December covering internal workflows and a Clubcard offers overhaul, the third piece of an AI strategy that now touches meal planning, marketing and back-end operations at once.

Retailers Are Racing to Own the Meal Decision Before the List Exists

Tesco is not the only one. Albertsons’ Ask AI search tool, launched last September, delivered a 10% increase in basket size for customers using it, CEO Susan Morris said on the company’s January earnings call, PYMNTS reported. The company also rolled out a more comprehensive agentic shopping assistant across all its store banners in December.

The shared logic across retailers testing this approach is that whoever answers a customer’s “What’s for dinner?” question first gets to decide what ends up in the cart, rather than losing that decision to a recipe website or a rival retailer’s app.

“The ability to actively shape demand and influence which products end up in baskets at scale” is what makes agentic AI — AI that acts on a shopper’s behalf rather than simply generating suggestions — different from a standard recommendation engine, said Gabriel Corbett, co-founder and CEO of Mealia, a U.K.-based AI grocery app integrated with Tesco, Asda, Sainsbury’s and Morrisons, in an interview with The Grocer. The same model lets retailers steer demand toward at-risk inventory, improving margins while cutting food waste.

Consumer appetite for that shift is measurable: 69% of consumers say they are interested in delegating subscription management, grocery shopping and meal planning to agentic AI, according to PYMNTS Intelligence’s survey of 2,299 U.S. adults tracking interest across 54 personal AI use cases. The survey reflects U.S. shoppers rather than Tesco’s U.K. customer base, but the appetite it captures lines up with what retailers on both sides of the Atlantic are now building toward. That figure sits among the highest of any category tested, alongside health and wellness management and travel planning, suggesting grocery shopping, a repetitive task with a limited, predictable product set, is one of the categories consumers are most ready to hand off.

Shelf Space Is Becoming a Spot in the Algorithm

That shift has a direct consequence for brands that have spent decades competing for physical shelf placement and in-store promotion. If an AI assistant reconstructs a customer’s weekly shop automatically from stored preferences, a brand not already part of that customer’s established pattern may never get surfaced for consideration, regardless of how much a retailer would normally charge for prominent placement. Retail media budgets built around influencing a shopper browsing a page may need to shift toward influencing the data and rules an AI agent weighs before a shopping list is ever generated.

For Tesco specifically, the test is whether three decades of Clubcard data is detailed enough to make that automated basket genuinely useful rather than simply convenient. A customer whose weekly shop gets reconstructed accurately has less reason to browse, compare or switch retailers at all, precisely the kind of habitual, low-friction purchasing loop every major grocery chain testing this technology is now racing to build first.

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