BNPL big hitter Klarna partners with AI powered gifting platform Nift in bid to unlock new revenue stream

Buy now pay later specialist Klarna has partnered with Nift, an AI powered gifting platform, to deliver personally tailored gifts to shoppers.

“We constantly look for innovative ways to elevate our customer experience by making shopping with us more personal, pleasant and rewarding,” says David Sandstrom, CMO at Klarna. “By partnering with Nift, we’re able to thank our customers for making a purchase with surprise, high value gifts that introduce them to new brands, products and services that are curated specially for them.”

When Klarna thanks its customers with an exclusive gift, Nift’s AI powered platform matches each recipient with options based on their unique preferences and interests. This covers brands in the latter’s merchant network, including Chewy, Fabletics, HelloFresh, Laura Geller, NatureMade, Quince and SiriusXM.

“Klarna is a globally renowned brand with a powerful commerce network and this partnership enables the company to surprise and delight its customers in a unique way that leads to positive brand sentiment and long-term loyalty,” says Elery Pfeffer, founder and CEO at Nift. “We’re extremely proud to partner with Klarna as it strengthens its customer connections while unlocking a new, recurring revenue stream.”

The gift offers are now available to the latter’s shoppers in both the US and the UK, following a recent expansion.

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Wednesday, 3rd September.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 18th July: Award entry deadline 

Tuesday, 22nd July: 2025 finalists revealed

Wednesday, 23rd July - Friday, 8th August: Judging days

Wednesday, 3rd September: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.