What: Klarna recently announced Klarna Spotlight, which provides an AI-powered personalized shopping feed on its app.

Why it is important: Retailers are increasingly implementing AI to enhance their customer experience and tailor product recommendations.

The functions of Klarna Spotlight include a personal shopping assistant that connects consumers with product advice experts and a resell functionality to sell pre-loved items on secondhand marketplaces with the help of prefilled listing choices and more.

65% of consumers said they want the shopping experience to become more personalised in the future, and AI-powered shopping feeds can help consumers find the most relevant products.

As technology advances, consumers are spending less time searching for goods and being matched with items they love, the products find them.

The AI retail market is expected to reach more than USD 34 billion by the end of 2030 and AI, AR, and robots are likely to dominate the physical and virtual retail experience in the future.

Klarna is looking toward the future with its AI-powered shopping tool