Retailers are accelerating investment in AI-powered shopping tools as the race intensifies to connect online, mobile and in-store customer experiences through a single platform.

The latest entrant is Israeli fintech and retail commerce company Nayax, which has launched a new AI-driven product discovery and personalisation platform designed to help retailers better unify customer data, payments and shopping behaviour across multiple channels.

The company said the new capabilities are designed to address one of retail’s biggest technology headaches of fragmented customer and sales data spread across multiple systems.

Integrated directly into the Nayax commerce, payments and loyalty platform, the new tools use a proprietary AI engine developed in-house following an acquisition by the company.

The platform combines shopper data from point-of-sale systems, eCommerce platforms, marketing systems and payment channels to deliver real-time recommendations and personalised shopping experiences.

Features include AI-driven visual and text search, automated product tagging, personalised recommendations and cross-channel engagement tools designed to boost conversion rates and customer lifetime value.

Nayax General Manager Yael Kochman said retailers had long struggled with siloed systems that prevented them from gaining a complete view of customers.

“Shoppers do not think in channels; they just shop,” Kochman said. “By bringing our proprietary AI for discovery and personalisation together with payments in one platform, we’re giving retailers something they’ve never had before: a complete, intelligent view of their customers.”

The launch comes as retailers face growing pressure to make product discovery smarter across stores, websites, apps and emerging AI shopping channels.

OpenAI recently expanded shopping in ChatGPT with richer visual product browsing, side-by-side comparisons and more up-to-date product data, while Shopify has opened its catalogue to AI channels including ChatGPT, Microsoft Copilot, Google Search AI Mode and Gemini.

Google Cloud has also been pushing AI search and agent tools for retailers, including enhanced Vertex AI Search for commerce and retail-focused Agentspace tools, while Salesforce has launched Agentforce retail capabilities covering guided shopping, product recommendations, order management and point-of-sale workflows.

In Australia, the timing is also notable. A 2025 retail report by payment company Adyen found 32% of Australians now use AI to help with shopping, up 45% year-on-year, but only 26% of Australian retailers are investing in AI for sales and marketing over the next 12 months.