Fintech & Ecommerce

Klarna Uses AI to Personalize Shopping Feed

Klarna revamps its app with Tik-Tok-like AI-driven feed, a free shopping assistant and new solutions for stores and content creators

Klarna Uses AI to Personalize Shopping Feed


BNPL provider Klarna has unveiled a new app version with an AI-enabled personalized shopping feed and a new design that combines smart shopping and financial management tools.

The main innovations to facilitate shopping for Klarna’s customers include:

  • discovery shopping feed powered by the company’s in-house AI capabilities;
  • free personal shopper service called “Ask Klarna”;
  • resell through secondhand marketplaces function;
  • Creator Shops and Ads Manager growth tools for creators.

The AI shopping feed tool provides a personalized endless scroll of product recommendations. The items update in real-time and become increasingly customized as the underlying technology learns more about the user’s preferences.

The “Ask Klarna” service will give consumers on-demand access to shopping experts. They can communicate via chat or video call either in the Klarna app or on the website.

This Tik-Tok-like experience doesn’t substitute but compliments a recently-launched Klarna’s plugin for ChatGPT. The latter will leverage the AI-powered bot’s skills to provide shoppers with personalized product recommendations.

Creator Shops will enable shop owners to make their own customized storefronts, while Ads Manager is a self-service advertising platform for retailers to better engage with their target audience.

The additional management tools power a consistent shopping experience and customer engagement. Thus, creators can not only recommend products from thousands of brands but also share shoppable video and photo content, as well as share their personal shop details across their social channels.

As for the reselling function, it stands out with pre-filling product details and images which speeds up the process of creating listings on secondhand marketplaces. Currently, the feature is available in Sweden to further expand to other countries and regions.

As for the new design, shopping and tracking one’s personal finances is now easier. The app is now divided into five logical tabs: “Shop”, “Buy”, “In store”, “Budget” and “Profile”. Therefore, consumers can easily find what they want at the best prices, while always being able to check their own consumption habits.

Nina Bobro

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Nina is passionate about financial technologies and environmental issues, reporting on the industry news and the most exciting projects that build their offerings around the intersection of fintech and sustainability.