Morrisons is launching a new feature under its Morrisons More Card loyalty scheme which uses AI to personalise offers to each customer.

The My Points Booster feature being trialed on the More Card app offers customers hyper-personalised challenges based on their shopping patterns using AI.

Customers can select up to 10 leading brands from a personalised list and are rewarded with loyalty points if they reach certain spend milestones within a set time frame.

Morrisons More Card customers are reaching “record levels”, with the supermarket “continuing to reward users in exciting ways, while also offering further opportunities for brands to engage with loyal customers”.

The supermarket is also launching digital screens and trolley media in over 300 stores as it introduces new media channels for advertising, as well as personalised ads on Facebook and Instagram using the retailer’s growing first-party data asset.

Rachel Eyre, Morrisons chief customer and marketing officer, said: “We’re excited to be launching even more media opportunities with MMG to further connect our customers with their favourite brands.

“These include industry firsts such as the My Points Boosters trial that will offer more personalisation and greater value to our customers, as well as media opportunities already known and trusted by our suppliers such as trolley media. We’re also increasing the opportunities to showcase our unique Market Street counters with offers our customers will love.”