Johannesburg, April 9, 2026 – Shoprite innovation arm, ShopriteX, has unveiled Pixie, a personalised AI shopping assistant for the Sixty60 on-demand grocery platform.
Pixie aims to revolutionize the shopping experience by leveraging artificial intelligence to deliver curated, personalized baskets to customers.
Sixty60, South Africa’s largest online grocery retailer, is the first in the country to introduce a smart AI-powered shopping assistant tailored to each user’s preferences.
Developed entirely in-house by ShopriteX, Pixie predicts individual customers’ needs and suggests relevant product restocks, new offerings, and personalized deals.
“This is the dawn of using the best of AI to make shopping simpler and more personalized for consumers,” said Neil Schreuder, Chief Strategy and Innovation Officer for the Shoprite Group.
“Pixie is like a little friend, assisting each customer quietly in the background, making shopping and saving effortless.”
At the core of Pixie’s functionality is its ability to learn from each customer’s shopping habits, purchase patterns, and preferences.
By analysing this data, the AI assistant surfaces only the most relevant product recommendations, streamlining the shopping experience and making it easier for customers to reorder their regular items.
The “Smart Basket” feature presents products in a new interface that allows users to swipe through options, remove items, or add them to their basket with ease. This eliminates the need for endless scrolling through product catalogues.
Beyond the user experience, Pixie also delivers personalized offers and relevant deals based on each customer actual buying behavior, rather than generic promotions.
The launch of Pixie marks a significant step in Sixty60’s evolution as South Africa leading on-demand grocery platform, leveraging the power of AI to create a more personalised and efficient shopping journey for its customers.
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