Block’s Square division introduced Square AI in the United Kingdom on February 10, 2026. The new assistant is a free, conversational AI tool embedded directly into the Square platform, allowing merchants to query real‑time sales, inventory, and cash‑flow data through natural language and receive actionable insights without the need for separate analytics tools.
The launch comes amid a growing trend of AI adoption among UK small and medium‑sized enterprises. A recent Square‑commissioned study found that 53% of UK SMEs have experimented with AI, yet only 30% use it on a regular basis. Square AI is positioned to lift that regular‑use rate by providing instant answers to questions such as “What are my top‑selling products this month?” or “When will I run out of stock?”—features that can help owners focus on growth and customer relationships rather than data crunching.
Square’s expansion into the UK marks a strategic shift toward embedding AI across its product suite. The company’s internal AI initiative, “Goose,” has already been deployed across its workforce to streamline operations, and Square AI represents the next step in monetizing that technology for merchants. By offering a free, integrated solution, Block aims to increase engagement across its merchant base, create cross‑sell opportunities, and reinforce its positioning as an AI‑native enterprise.
Willem Avé, Global Head of Product at Square, said the assistant “levels the playing field by bringing powerful analytics into the flow of running a business, through a simple, conversational AI assistant.” The quote underscores the company’s belief that democratizing data insights will accelerate AI adoption among SMEs and drive long‑term retention.
The launch also signals Block’s intent to capture a larger share of the UK commerce market, where AI adoption is still in its early stages. By providing a low‑barrier, free tool, Square can attract new merchants, deepen relationships with existing users, and generate additional revenue through premium features and cross‑sell opportunities in the future.
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