Allegro AI Assistant reaches half a million users and launches its first marketing campaign: product discovery becomes easier than ever

17.08.2026

The Allegro AI Assistant is a conversational shopping adviser operating directly inside the Allegro mobile app. The tool understands user intent, presents highly relevant product recommendations, and clearly explains why a particular choice is beneficial. Already attracting half a million monthly active users, the AI Assistant is launching its first promotional campaign today under the slogan: "Allegro AI Assistant. With you from the very first question."

Our AI Assistant is a particularly helpful tool when we need something but lack the knowledge of what it's called or which one to choose - for example, when we're exploring a new hobby or activity. All you need to do is describe the item in broad terms within the Allegro app, and the AI will suggest products perfectly tailored to your needs. This gives our customers more agency, allowing them to quickly start achieving their goals."

says Olga Roloff-Woszczyk, Allegro's Senior Brand Management Specialist who is leading the campaign on the brand side

Want to start running but don't know which sports watch to pick? Dreaming of baking your first sourdough bread but can't recall the ingredient used instead of commercial yeast? Need something to revive a dry palm tree but have no idea what it's called? The Allegro AI Assistant will translate these queries into concrete options and advise on the next steps."

Olga Roloff-Woszczyk adds

The campaign runs primarily online and features a series of videos that blend traditional live-action footage with - uniquely yet fittingly - AI-generated scenes. The narrative follows protagonists at the beginning of their journey to discover new passions. Guided by the Allegro AI Assistant, they can finally spread their wings and seamlessly transition from an initial idea to its execution.

The campaign concept and strategy were developed by the TBWA Warsaw agency, with production handled by Moon Films, Televisor, and Juice Sound. The spots were directed by Kuba Michalczuk.

Allegro deploys its AI Assistant utilizing its own robust infrastructure alongside Google's latest solutions and large language models (LLMs). Developing and scaling the assistant is a key component of Allegro's broader technological evolution, done also in cooperation with global AI brands. The company is currently running nearly 100 specific AI projects and is well on track to hit its ambitious target of embedding AI solutions into approximately 40% of the platform's entire tech portfolio by the end of the year.

The scale of AI deployments at Allegro over the last few months solidifies its position as a cutting-edge, tech-driven platform. These AI tools benefit not only buyers but also Allegro’s merchants by simplifying selling, offer listing, and logistics. In marketing, AI optimizes advertising through automated targeting and content creation. Product development is also accelerated, shrinking idea validation to weeks rather than months. This is achieved by redesigning internal processes with AI to improve overall performance and equipping employees with personal AI tools to speed up complex tasks. Allegro views artificial intelligence not as a collection of standalone features, but as a transformative technology reshaping e-commerce, and is determined to lead this innovation.