German supermarket retailer Edeka Zentrale has rolled out its first artificial intelligence-powered media platform in Berlin.

Integrated in partnership with technology and media specialist Catch, the new platform acts as an “AI shipping companion” that seeks to transform the physical shopping experience by providing tailored assistance to customers.

Catch said on a LinkedIn post that the AI integration aims to take consumers' shopping lists and turn them into intelligent assistants, helping them discover new products and discounts tailored to each customer.

The technology can also help customers find coupons and redeem them in shops, while giving them access to personalised recommendations.

Founded in 1907, the Edeka Group is one of the largest supermarket chains in Germany. It consists of several independent supermarket cooperatives, all operating under the umbrella organisation Edeka Zentrale, based in Hamburg.

There are approximately 4,100 outlets under the Edeka brand, ranging from small convinience stores to hypermarkets.

The move comes after the supermarket group last week announced its partnership with the PAYBACK bonus programme, the largest bonus programme in Germany with over 31 million active customers.

Thanks to this initiative, customers shopping at EDEKA, Netto Marken-Discount, Marktkauf and trinkgut PAYBACK can now collect, redeem and activate vouchers for points and benefits.

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