Sixty60 customers can now chat to Pixie, the retailer’s AI shopping assistant, using text, voice and images to get personalised shopping help, meal inspiration and product recommendations.
Planning a big weekend braai, but not sure what you’ll do if the weather doesn’t play along? Sixty60’s Pixie understands the moment, combining your shopping preferences, the time of day and even local weather conditions to suggest what you might need, from boerewors and salads for a sunny afternoon to comfort meals when a cold front arrives.
This is all part of the AI-powered shopping assistant’s latest evolution: Pixie Smart Chat. Developed in-house by the ShopriteX team of product designers, data scientists, machine learning engineers and software developers, the new functionality enables customers to interact with Pixie through natural conversation using text, voice and images.
Need replacement blades? Snap a picture of your razor and Pixie can help identify the right product and add it to your basket.
Or upload a photo of Grandma’s favourite handwritten recipe and Pixie will help you shop for everything you need.
Feeling uninspired by your dinner options? Pixie provides recipe ideas – including an exclusive selection from Jamie Oliver, step-by-step cooking instructions and ingredient lists that can be added directly to a Sixty60 basket. Recipes can be saved, downloaded or shared, while recent conversations allow shoppers to easily return to previous chats.
The more Pixie is used, the more helpful it becomes. Pixie learns what you like and makes personalised recommendations based on your shopping habits, making it easier to keep your pantry stocked with the products you love and need most.
Sixty60 was the first online retailer in South Africa to introduce a personalised AI shopping assistant. Since launching in April 2026, Pixie has helped shoppers add more than four million products to their baskets, with one customer completing a grocery shop worth more than R1 500 in just 15 seconds.
“With Pixie, our goal was to use AI to remove friction from grocery shopping by understanding what customers need. Now Pixie moves beyond smart recommendations, becoming a 24/7 personal shopping butler.”
– Neil Schreuder, Chief Strategy and Innovation Officer for the Shoprite Group
Pixie Smart Chat will have a phased roll out to Xtra Savings Plus subscribers over the next few weeks.
