Bon Preu finalizes an AI assistant to improve shopping planning through the application

BarcelonaThe Bon Preu group is finalizing preparations to introduce a pioneering artificial intelligence assistant in the country that aims to improve users' shopping planning through its application. The new functionality, developed jointly with the Catalan start-up Shoptimus, will begin to be available over the next few weeks for the company's internal staff as a trial.

Later, before the Christmas campaign, it is expected that "a few thousand" app users will also be able to use it, according to the information detailed by the company, with a series of tools that will be incorporated gradually. During this phase, the launch of the virtual assistant –which will respond to queries via text, voice notes, or images– will also be accompanied by personalized communication for consumers, who will be able to provide their feedback directly to the group.

The final goal is for the tool to be available to all Bon Preu app users, although there is no specific date set yet. As noted by the company, its application has reached one million downloads since it was launched in 2016 and, at the same time, 60% of the people who have it installed on their mobile use it on a recurring basis.

"We could not remain stuck with an app that only shows information, we had to go a step further," points out the head of loyalty at Bon Preu, Berta Martínez, in statements to ARA. For this executive, the distribution group's desire is to "accompany" the client in the face of all the technological changes that are taking place, whether by helping them make "better purchasing decisions," facilitating savings, or encouraging them to adopt healthier habits, always taking into account their preferences. Currently, conversational assistants specialized in the supermarket sector are available in a few international chains such as Tesco and Sainsbury's (United Kingdom) or Albert Heijn (Netherlands).

Bon Preu's commitment to artificial intelligence continues its strategy of promoting better dietary habits and facilitating savings and the shopping experience for its customers through its application. In this sense, the company has already incorporated several tools over the last few months under this premise.

As an example, the group has introduced personalized challenges, whereby if a user reaches certain milestones –such as purchasing a specific amount of fresh produce– they will receive some discounts. On the other hand, the company has also launched an option that allows the user to replace some of the products in their basket with similar alternatives at a lower price or healthier versions.

Bon Preu's intention is to preserve this philosophy and incorporate new similar functionalities in the future. In this line, the group indicates that it is already working on introducing new challenges aimed at encouraging recycling or the purchase of zero-kilometer products, thereby reducing the environmental footprint derived from the transport of their items.

Rising investment

During the 2025 financial year –which closed in February 2026–, the Osona-based company invested a total of 150 million euros across all its verticals. Among others, the resources were allocated to the expansion of its commercial network, to renovating existing stores to incorporate new services and sections, and to strengthening logistics and other strategic projects linked to the technological field. Over the last decade, the firm has invested nearly 1.350 billion euros.

Regarding sales, Bon Preu ended the year with a turnover of 2,611.5 million euros, 7.9% more than the previous financial year.