Klarna has launched an AI-powered ‘shopping lens’ in the UK.

The Buy Now, Pay Later (BNPL) provider said the new tool allows shoppers to take a picture of things and styles in their surroundings and “instantly” find out where to buy them.

It added that the new feature points consumers towards the “best deal” in the Klarna app through its search and compare tool.

Klarna uses AI to translate the image into a search term, so consumers can turn whatever “catches their eye” into a shoppable item.

The shopping lens builds on the company’s previous applications of AI to provide a discovery shopping feed in the Klarna app which recommends products based on personal interests.

Klarna chief executive and co-founder Sebastian Siemiatkowski shared that he was “super proud” the company was “leading the revolution in retail.”

“Just like the internet gave everyone access to information, AI gives everyone access to intelligence, context and personalisation,” he said. “At Klarna, we’re using this to bridge the gap between the physical and digital world, connecting how humans get inspired with how computers search.”

The release of the shopping lens comes as part of Klarna’s autumn launch along with the rollout of shoppable videos in Europe after its success in the US.

Klarna has also announced 10 new updates in its autumn launch, including enhanced purchase protection, express refunds, and a new cashback programme enabling UK shoppers to earn up to 10 per cent of their purchase amount back.

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