Sixty60 Launches South Africa’s First Personalised AI Shopping Assistant

Sixty60 has become the first online retailer in South Africa to introduce a fully personalised Smart AI shopping assistant, marking a significant shift in how consumers experience grocery shopping. Known as Pixie, the assistant has been developed entirely in-house by ShopriteX and is designed to anticipate what individual customers need—and when they need it. This innovation represents the next phase in the evolution of Sixty60, using artificial intelligence to make the platform faster, more intuitive, and ultimately easier to use.

At the heart of Pixie is its ability to learn from each user’s shopping behaviour. By analysing purchase history, restocking habits, and personal preferences, the assistant delivers highly relevant product recommendations tailored to each customer. Instead of scrolling through endless product lists, users are presented with items they are most likely to need, making reordering quicker and more efficient.

A key feature of Pixie is the Smart Basket, which introduces a new, streamlined interface. Product cards are displayed in a swipe-based format, allowing users to browse with ease. Swiping up removes items, swiping down adds them to the basket, and simple gestures replace the traditional search-heavy experience. This design reduces friction and simplifies the shopping journey, especially for repeat purchases.

Beyond convenience, Pixie enhances value for customers by presenting personalised offers and promotions. Rather than generic deals, users receive discounts and recommendations based on what they actually buy, making savings more meaningful and relevant.

According to Neil Schreuder, this development signals a broader shift in retail. He describes Pixie as a quiet, intelligent assistant that works in the background, helping customers shop more efficiently while saving money. In his view, shopping is no longer just an activity—it is increasingly something that can be managed seamlessly by technology on behalf of the user.

Importantly, Pixie is a home-grown solution built specifically for South African consumers. It was created by a multidisciplinary team within ShopriteX, including product designers, data scientists, machine learning engineers, and software developers. The assistant is powered by Xtra Savings, South Africa’s largest retail rewards programme, which enables continuous learning and deeper personalisation with every transaction.

Privacy and trust remain central to Pixie’s design, with customer data handled securely and responsibly. The assistant is launching in beta, initially available to Xtra Savings Plus members, with plans to expand its capabilities in the future. Upcoming features may include conversational interactions, automated reordering of household essentials, and even meal planning based on budget and pantry contents.

Pixie begins rolling out on the Sixty60 app from 9 April 2026, offering a glimpse into the future of personalised, AI-driven retail in South Africa.

//Staff writer