Pick n Pay ASAP launches a new AI shopper named Penny

Pick n Pay ASAP launches a new AI shopper named Penny as the South African retailer embraces artificial intelligence to make online grocery shopping faster, easier and more personalised. Powered by Google Gemini AI, the new virtual shopping assistant enables customers to use voice commands, text messages and even photographs to search for products, create shopping lists and discover recipes without manually browsing through hundreds of items.

The new feature, available through the Pick n Pay ASAP app, is designed to transform how customers interact with online grocery shopping. Rather than simply searching for products by name, shoppers can now describe what they need, upload an image of ingredients, or ask Penny to recommend meals based on their preferences.

The retailer says the launch represents another major step in its digital transformation strategy as consumer demand for intelligent shopping experiences continues to grow.

Pick n Pay ASAP embraces AI grocery shopping

South Africa’s retail industry is increasingly adopting digital technology to improve customer convenience, and Pick n Pay ASAP has become one of the latest retailers to introduce artificial intelligence into everyday shopping.

The retailer officially launched Penny AI shopper on Thursday, allowing customers to interact naturally with the app using conversational language.

Instead of typing long product names or scrolling through endless categories, shoppers can simply ask Penny questions like:

• “What do I need for chicken curry?”
• “Find gluten-free pasta.”
• “Add ingredients for lasagne.”
• “Show me healthy breakfast ideas.”

The AI assistant interprets these requests and recommends products available through the ASAP platform.

By making shopping feel more like having a conversation than completing a search, Pick n Pay hopes to remove many of the frustrations associated with online grocery shopping.

Penny AI shopper powered by Google Gemini AI

Artificial intelligence makes shopping more natural

The Penny AI shopper is powered by Google Gemini AI, Google’s advanced artificial intelligence platform capable of understanding natural language, images and context.

Because Gemini supports multiple languages, Penny allows customers to communicate in almost any European language currently available through Google’s AI systems.

According to Pick n Pay’s Head of Omnichannel, Enrico Ferigolli, future updates will include support for South Africa’s indigenous languages.

This expansion will make the assistant more accessible to millions of South African shoppers and reflects the retailer’s commitment to creating a more inclusive digital shopping experience.

Voice, text and photos simplify grocery shopping

AI grocery shopping becomes easier than ever

Unlike traditional online shopping tools that rely solely on keyword searches, Penny gives customers several ways to interact with the app.

Users can:

• Speak naturally using voice commands
• Type questions in chat format
• Upload photographs of ingredients
• Ask for meal ideas
• Build shopping lists automatically

For example, a customer can take a picture of vegetables already in their kitchen and ask Penny what meals they can prepare using those ingredients.

The AI assistant can then recommend recipes and instantly populate a shopping cart with any missing items.

This conversational approach removes much of the guesswork traditionally associated with grocery planning.

Recipe shopping assistant helps customers cook smarter

One of Penny’s most practical features is its ability to function as a recipe shopping assistant.

Instead of searching individually for ingredients, shoppers can simply ask the AI assistant to recommend recipes based on:

• Family size
• Dietary preferences
• Budget
• Available ingredients
• Cooking difficulty

Once a recipe is selected, Penny automatically identifies the required ingredients and allows customers to add them directly into their shopping basket.

According to Enrico Ferigolli, this functionality is designed to make meal planning simpler while reducing the amount of time customers spend searching for products.

It also helps shoppers discover new recipes they may never have considered before.

Artificial intelligence continues transforming retail

Retailers worldwide are increasingly investing in AI-powered customer experiences.

Artificial intelligence now assists consumers in:

• Personalised recommendations
• Automated shopping lists
• Price comparisons
• Customer support
• Product discovery
• Inventory management

Pick n Pay’s latest innovation follows a broader global trend where AI is becoming integrated into everyday consumer experiences.

Rather than replacing traditional shopping, these technologies are intended to simplify routine tasks and save customers valuable time.

Multilingual support expands accessibility

One of Penny’s standout capabilities is multilingual communication.

Because the assistant is built using Google Gemini AI, customers can currently interact using numerous European languages supported by Google’s language models.

Ferigolli confirmed that Pick n Pay intends expanding the assistant’s language capabilities further by introducing South African languages in future updates.

Such an expansion would significantly improve accessibility for local consumers and align the platform with South Africa’s multilingual society.

Supporting indigenous languages could also help bridge digital inclusion by making online grocery shopping easier for first-language speakers across the country.

Shopping becomes more personalised

Modern consumers increasingly expect personalised digital experiences.

Penny has been designed to learn from customer interactions and understand shopping intent rather than relying on exact product names.

For example, someone asking for:

“Something healthy for dinner”

will receive recommendations very different from someone requesting:

“Cheap lunch ideas for students.”

The assistant can adapt suggestions based on context, helping shoppers discover products they may otherwise overlook.

This personalised approach strengthens customer engagement while making online shopping feel more intuitive.

Digital innovation strengthens Pick n Pay’s strategy

The launch of Penny reflects Pick n Pay’s continued investment in technology-driven customer experiences.

Competition among South African retailers has intensified in recent years as more consumers embrace online shopping.

Retailers are increasingly differentiating themselves through:

• Faster delivery
• Personalised recommendations
• Artificial intelligence
• Digital payment solutions
• Improved customer support

By introducing an AI shopping assistant, Pick n Pay positions itself alongside international retailers adopting conversational AI technologies.

The company hopes the innovation will improve customer satisfaction while encouraging greater use of its ASAP delivery platform.

Future developments for Penny

Although Penny has only recently launched, Pick n Pay expects the assistant to evolve over time.

Possible future enhancements may include:

• South African language support
• Improved personalised recommendations
• Voice-only shopping
• Enhanced dietary planning
• Expanded meal planning tools
• Smarter shopping list management

As artificial intelligence technology continues advancing, Penny could become an increasingly capable digital shopping companion for households across South Africa.

The retailer says customer feedback will help shape future updates.

Why AI shopping assistants matter

AI-powered assistants are changing consumer expectations.

Instead of manually searching through products, shoppers increasingly expect technology to:

• Understand natural conversation
• Recommend relevant products
• Simplify complex tasks
• Save time
• Personalise experiences

Penny combines these capabilities into a single interface that makes online grocery shopping quicker and more enjoyable.

For busy families, professionals and students, reducing shopping time while improving meal planning offers meaningful everyday benefits.

South Africa’s retail sector embraces AI

Artificial intelligence is becoming one of the biggest drivers of innovation across South Africa’s retail industry.

Businesses are exploring how AI can improve customer service, optimise logistics and personalise shopping experiences.

With Penny now available on the Pick n Pay ASAP app, customers gain access to technology previously associated mainly with global technology companies.

As AI adoption accelerates, more retailers are expected to introduce intelligent digital assistants capable of simplifying everyday shopping.

YOU MAY LIKE:

Absa launches Youth Entrepreneurship Fund in South Africa

EU launches new measures to attract skilled foreign workers

Conclusion

Pick n Pay ASAP launches a new AI shopper named Penny to bring the power of Google Gemini AI into everyday grocery shopping. The new assistant allows customers to interact naturally through voice, text and photographs while providing intelligent recommendations, personalised shopping lists and recipe inspiration.

By combining multilingual capabilities with AI grocery shopping and a practical recipe shopping assistant, Penny represents a significant step forward in South Africa’s digital retail landscape. As Pick n Pay continues expanding the platform with additional languages and smarter features, shoppers can expect an increasingly personalised, efficient and convenient online grocery experience.

References

1. Reuters – Retailers increasingly adopt AI to personalise customer experiences: https://www.reuters.com/
2. TechCentral – South African retail technology news: https://techcentral.co.za/
3. MyBroadband – Pick n Pay launches AI shopping assistant Penny: https://mybroadband.co.za/
4. ITWeb – Artificial intelligence trends in South African retail: https://www.itweb.co.za/
5. Pick n Pay Newsroom – Official announcements and digital innovation updates: https://www.picknpayinvestor.co.za/news.php