Why standard price comparison tools fail at groceries, and how Fruugle's "Multimodal Brain" changes the game.

In our last post, we talked about why grocery shopping is broken. Today, we want to talk about why existing tools haven't fixed it.

If you want to buy a specific 55-inch TV, standard price comparison websites work great. But grocery shopping is different. You don't shop for one item; you shop for 30, 40, or 50 items at once. You are often flexible, willing to swap brands or sizes if it saves you money. Standard comparison tools break down here because they can't handle the complexity of the entire basket.

This is why we are building Fruugle with Multimodal AI.

What is a "Multimodal AI Assistant" and Why Should You Care?

Humans are multimodal, we use sight, sound, and reading to understand the world. Fruugle is designed to be different. We are building an assistant that can interact with you naturally, using:

• Text: Analyzing product descriptions and your typed shopping lists.
• Voice: Allowing you to add items to your list verbally while you're cooking.
• Vision: Allowing you to scan a barcode or an empty item in your pantry to instantly find the best replacement deal.

The Power of Basket Optimization

By using this advanced AI brain, Fruugle doesn't just find the cheapest milk. It finds the cheapest combination of items across multiple sources.

It might tell you: "If you switch these two branded items for these private labels, and buy the coffee at Store B instead of Store A because of their loyalty bonus today, your total cart price drops by 18%."

That is the power of automatic, personalized basket optimization. It's math that would take a human hours, done by AI in seconds. We are currently working on our MVP to bring this experience to life.

Stay tuned. The smartest way to shop is almost here.

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