Asda integrates AI-driven checkout offers to boost retail media revenue

The collaboration utilizes artificial intelligence to identify and present relevant next-step actions to shoppers in real-time during the payment process and on order confirmation pages. According to Chris Chalmers, Vice President of Customer Data and Loyalty at Asda, the initiative aims to balance business value with a seamless user experience. The retailer began testing Rokt Thanks on the George website in January 2025 before scaling the technology across its entire online grocery ecosystem.

Financial performance metrics indicate significant growth following the integration. Revenue from Rokt’s tools on the George platform more than doubled after the addition of Rokt Pay+, which now accounts for 51% of total Rokt-generated revenue for that brand. Across the combined grocery and clothing segments, Pay+ generates 36% of total revenue from the platform, while Asda’s standalone grocery business saw a 54% year-on-year increase in Rokt-driven revenue. Courtney Hopkins, SVP of Strategic Partnerships at Rokt, noted that the payment page remains a high-intent environment that has historically lacked targeted engagement, providing a new opportunity for retailers to derive incremental value from existing traffic.