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Innovation, data, and AI at the heart of Edenred's strategy
Innovation in products and technology is at the heart of Edenred's strategy. Since 2015, the Group has continuously invested in its unique digital platform, which today gives it a competitive edge and unmatched leadership. Edenred's strategic plans have been pivotal in its growth trajectory and innovation.
With its new Amplify25-28 plan, Edenred aims to unlock the full potential of the infrastructure it has successfully built over recent years, specifically its global platform dedicated to employee benefits, business mobility, and B2B payments.
Significant and sustained investments in its technology platform
In 2025, Edenred ramped up its investment pace, allocating approximately €520 million to products and technology. These resources are aimed at strengthening the robustness, flexibility, and scalability of its digital platform, while accelerating the rollout of innovative and differentiated services.
As part of its Amplify25-28 strategic plan, Edenred will invest approximately €1.8 billion in technology and products over the three-year period. Notably, the Group plans to multiply its annual investments in data and artificial intelligence by six by 2028 compared to 2024. In the long term, Edenred is targeting 10% to 20% productivity gains thanks to AI.
AI thus helps feed, enhance, and enrich Edenred’s digital platform, which now centralizes an ecosystem bringing together more than 60 million users worldwide, more than 2 million merchant partners, and more than 1 million corporate clients. Edenred also benefits from operating a diversified portfolio of activities, with products addressing everyday needs such as food and mobility, tailored and adapted to the needs of its local markets.
The three pillars of AI at Edenred
Edenred's transformation through data and AI rests on three pillars designed to:
“Enhance” the daily work of Edenred employees
Edenred has thus developed an “AI for all” strategy based on an internal, secure, multi-LLM conversational agent, EdenChat. It is offered with specific training, and more than 50% of employees have already adopted it. Edenred has also identified five profiles to be “upskilled” as a priority, with employees in these roles being offered the best tools on the market and specific AI training: sales teams, marketing and communications, human resources, product teams, and tech.
Review critical processes to boost efficiency, quality and, consequently, their impact. This concerns, for example, customer relations, now personalized and in real time, as well as the use of artificial intelligence solutions to increase team productivity.
In Brazil, Edenred is redesigning the client acquisition process from A to Z. Agents identify weak signals of opportunities and contact SMEs directly in a fully digitalized way. This makes it possible to reduce client acquisition costs by 50% and generate more growth.
Strengthen Edenred's competitive advantage in its products and services. AI enables the Group to completely reimagine certain offerings and business models.
6x
Data and AI investments in 2028 vs. 2024
~€1.8bn
Technology investments over 2026-2028
New product and service offerings for all stakeholders
AI is viewed as a source of opportunities for Edenred, because it enables the development of new services for its stakeholders across all its business lines:
For clients of its engagement platform in Latin America, for example, Edenred is introducing a virtual HR agent capable of handling employee requests, thereby reducing the operational workload for its clients' HR teams.
In Brazil, professional drivers are already supported by a digital assistant, TED. It suggests the best routes to save fuel or charge and tells them where to refuel depending on prices.
In the Employee Benefits business, Edenred provides value-added services by offering the development of Retail Media campaigns to merchants, including targeted promotion tools, automated marketing campaigns, and simplified business operations management services (invoicing, conversion tracking, loyalty programs).
Through the use of AI and data analytics, Edenred aims to attract more clients, increase both the number and value of solutions offered, and make its user base more active in order to better monetize it, particularly through its merchant partners.
Concrete productivity gains
Edenred's investments in AI have already produced initial results in 2025. The use of AI in sales processes, for example, has helped accelerate the acquisition of new clients in the SME segment, enabling Edenred to welcome more than 700,000 new users to its platform in 2025. Additionally, revenue generated by the Retail Media offering provided to its merchant partners increased by more than 30% over the year.
Moreover, thanks to new tools based on artificial intelligence, Edenred is able to generate productivity gains by automating certain repetitive tasks. Numerous areas of application have already been implemented:
Developer tools enabling faster code production and debugging;
Chatbots and virtual assistants that support customer service teams to respond to users, or even responding directly to them;
Marketing content production tools for text and visuals;
Artificial intelligence is thus a major source of innovation in the fields of Human Resources and fleet management. It is becoming a real competitive advantage for Edenred, which already benefits from recognized leadership and cutting-edge technology with proprietary data.
