Sprouts Farmers Market is taking a more prominent role in the next wave of grocery technology as it partners with Instacart to pilot new AI-driven tools designed to elevate personalization and streamline shopping for its customers. The collaboration positions the Phoenix-based natural foods retailer as an early adopter within Instacart’s newly launched AI Solutions suite, a collection of enterprise technologies built specifically for grocers.
Instacart’s new offerings extend across digital storefronts, in-store intelligence systems and smart carts, aiming to help retailers deliver more intuitive, predictive and customized experiences. For Sprouts, the initial focus is on testing Cart Assistant, Instacart’s AI-powered shopping companion that supports customers with personalized recommendations, meal ideas and seamless transitions between online and in-store shopping.
“Sprouts is proud to collaborate with Instacart to test Cart Assistant with our customers,” said Nick Konat, President and COO of Sprouts Farmers Market. “AI is transforming the way people shop, and today’s customers want the experience to be more personal and intuitive. We’re excited to leverage AI technology to make it easier than ever for Sprouts customers – especially our Health Enthusiasts – to personalize their experience so they can easily shop our curated assortment to find unique items for their lifestyle and discover exciting, new emerging brands.”
Instacart CEO Chris Rogers said the new suite is designed to help retailers of all sizes compete in an increasingly AI-first environment. “AI is transforming how people shop for groceries and feed their families, and Instacart is uniquely positioned to help retailers… harness that change and drive meaningful results,” Rogers said, adding that the tools aim to give grocers a “true competitive edge” as shopping behaviors evolve.
Sprouts’ participation in the pilot underscores the retailer’s broader focus on innovation and differentiated customer experiences. The company, which operates more than 450 stores in 24 states, has leaned heavily into curated product assortments and discovery-focused shopping—areas where AI can expand personalization and highlight emerging brands.
While other retailers, including Kroger and Good Food Holdings, are also exploring Instacart’s AI Solutions, Sprouts stands out as one of the first to test conversational AI directly with customers. Cart Assistant learns with each interaction, offering increasingly tailored product suggestions and simplifying shopping paths.
Instacart currently partners with more than 1,800 retail banners across nearly 100,000 stores in North America. Through its expanding AI ecosystem—including real-time in-store intelligence, enhanced product catalogs and agentic analytics—the company aims to integrate generative AI more deeply into the grocery experience.
For Sprouts, the partnership marks another step in its strategy to connect shoppers with natural, better-for-you products through a more thoughtful, tech-enabled journey.
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