Europe roundup: Digital initiatives across the region

Technology continues to empower retail across Europe. In this instalment, our analysts for offer their take on some of the region’s latest developments and initiatives. Here’s what you need to know about:

• Carrefour is now in ChatGPT

• REWE’s new autonomous stores

• Kaufland’s new retail media platform

• INTERSPAR’s plan for centralised ESLs

Carrefour integrates into ChatGPT’s apps

Carrefour has become the first European grocery retailer to integrate into ChatGPT’s apps. The AI chatbot allows shoppers to build shopping lists, ask specific questions about recipe ideas, available stock and delivery slots, while also helping to reduce the cost of their shopping basket. Any transactions will forward shoppers to the Carrefour website. The investment is aimed towards Carrefour pioneering agentic commerce, for more information look out for our updated Carrefour strategic outlook in May 2026.

Lucy Beaumont, Senior Insight Analyst’s view:  this move helps to showcase Carrefour’s strong commitment to leveraging AI and technology to 2030. The AI tool targets Chat GPT users to interact with Carrefour, enabling the exploration of a new and more seamless way to shop with the retailer. In Carrefour’s 2030 strategic plan the retailer revealed, 80% of its e-commerce shoppers are using AI in their shopping journeys.

REWE’s latest autonomous ventures

REWE has opened its 7^th Pick & Go autonomous store, this time in Hanover. The 650 sqm. store offers shopper a cashierless experience powered by Trigo technology in a key shopping street in the city. REWE has also opened a new autonomous Nahkaufbox convenience store in Lower Saxony, offering shoppers 24/7 access to 800 SKUs on a footprint of 39 sqm.

Michela Pearson, Senior Insight Analyst’s view:  With many retailers stepping away from the autonomous space, REWE is committing to the format and investing further in testing the concept. The learnings will help it adapt to real shopper preferences and make decisions grounded in data, which will put it ahead of the competition should the technology become mainstream. In the decision about investment, REWE remains one of the most innovative European retailers.

Kaufland steps up digitisation and retail media

The retailer recently announced it would be expanding its shelf checkouts and K-Scan service to all of its 788 stores in Germany. It is now adding to this by creating its own retail media platform. Kaufland Interact will take advantage of Kaufland’s full ecosystem including in-store, in-app, and digital out-of-home. It is even digitising its in-store radio to allow for targeted spots.

Theo O’Flynn, Analyst‘s view: We are continuing to see retail media transform retailer economics. Kaufland’s aim is to assist its partners in reaching shoppers at key moments when they are making purchasing decisions. This will make marketing efforts more targeted and efficient, whilst also creating a key revenue stream for the retailer.

INTERSPAR to centralise ESLs

The hypermarket chain is partnering with Vusion, a digitalisation platform, to transform its store operations in Austria. The new AI-powered ESLs will automatically update pricing and promotions across all enabled stores. This removes the need for staff to make manual updates. Additionally, the four-colour enabled displays will highlight promotions and improve product communication.

Theo O’Flynn, Analyst‘s view: This is what technology in retail should aim for; small changes with big implications. INTERSPAR stores will benefit from fewer errors, streamlined operations, and saved labour hours. The partnership has made this possible with only a change of shelf labels.

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