On Wednesday morning, Prisjakt announced the integration of new AI features into its platform. According to the company, the features have been developed to facilitate users in identifying relevant products based on budget and needs, based on the site's product data and real-time information from connected retailers.
The features are said to be a first step in a broader development where AI will play a more central role in the search and comparison process on the platform.
With the new AI features, we strengthen Prisjakt's role as a decision-making support before purchases, comments Peter Greberg, CEO of Prisjakt.
He adds:
As we now integrate AI deeper into the platform, we do so to raise the quality of the experience, strengthen the value for retail, and develop the service in line with how purchasing behavior changes.
Strong Margins in 2025
The technology launch is based on a stable financial foundation. In the year-end report for 2025, published in February, Prisjakt Group AB reported a net turnover of SEK 306.1 million for the period February 10 to December 31.
The adjusted EBITDA result landed on SEK 117.1 million, which corresponds to a margin of 38.3 percent. The year ended with a fourth quarter that delivered an adjusted EBITDA margin of 39.2 percent. The company also noted a total of 132.8 million outgoing clicks (click-outs) during the measurement period.
E-commerce Retailers Have Left the Service
The new AI launch is communicated after a period of change and debate surrounding the platform. As Ehandel.se previously reported, several prominent players – including CDON, Inet, Teknikproffset and Cyberphoto – have chosen to terminate their collaborations with the price comparison site during the first months of the year.
The e-commerce retailers' decision has been based, among other things, on an evaluation of the channel's profitability, where criticism has been directed at Prisjakt's new pricing model and increased click fees. Prisjakt then refuted the criticism regarding a lack of technical development and pointed to the now-launched AI-powered search functions as proof of the platform's progress.
Stock Listing on Hold
At the same time, the company's ownership structure and future plans have been in focus. During the past year, the business was acquired by Eequity for just under SEK 500 million, and the company's valuation was estimated before March to over three billion kronor.
Prisjakt had a planned stock listing on First North on March 19 this year, but the listing has been postponed indefinitely. According to media reports, the decision is due to a turbulent stock market situation as a result of the outbreak of war in Iran.
Prisjakt's new AI features are available from today in the company's app.