After setting its sights on the future of retail with the introduction of an AI-powered personalized shopping feed, Klarna is continuing to revolutionize the consumer shopping experience by offering tailored product recommendations and a range of innovative features.
Artificial intelligence technology is helping the company enhance the overall shopping journey for its users. The “Ask Klarna” feature allows shoppers to connect with product advice experts through the Klarna app, ensuring they receive personalized assistance and guidance. The company has also integrated a resell function, which lets users sell items on secondhand marketplaces with prefilled listing choices.
A report by Market Research Future, cited in Women’s Wear Daily (WWD), predicts that the AI retail market will surpass $34 billion by 2030. Furthermore, a survey conducted by Klarna and shared by WWD revealed that 65% of Gen Z and Millennials consider personalized experiences essential to their purchase intent. In the same study, 34% of respondents expressed a desire for access to virtual personal shoppers who can provide recommendations based on their unique style.
David Sandström, Chief Marketing Officer at Klarna, who was quoted in the WWD article, noted that the next generation of consumers expects products to find them, rather than the other way around. As technology continues to advance, consumers are spending less time searching for products and more time being matched with items they love. Klarna plans to leverage its vast purchase data to offer hyper-personalized shopping experiences that cater to the specific needs and preferences of consumers.
Integration of AI in retail is a global trend, with companies including Google, Lyst, and Zalando investing in generative AI to enhance the online shopping experience. PaymentsJournal reported on other examples of fashion companies using AI, such as Marks & Spencer using an AI-driven styling service to tailoring product recommendations for online shoppers.
By meeting the demand for personalized recommendations and leveraging emerging technologies, Klarna aims to stay at the forefront of the retail.