Morrisons rolls out Google AI tool to help find products in store
Morrisons has introduced Google’s generative AI model Gemini across its app, allowing shoppers to pinpoint product locations in store.
The new feature enables customers to search for items via the Morrisons app and receive real-time aisle information tailored to the specific store layout and inventory.
The technology, which comes as part of its wider digital transformation strategy, has already processed over 50,000 daily searches during peak periods, according to the retailer.
It is understood the AI assistant has been trained to understand typos, brand names and vague product descriptions, making it easier for users to find what they’re looking for without needing to ask staff.
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Morrisons director of data Peter Laflin told City AM: “The most common question that our colleagues in store get is: ‘Where can I find X?’ So if we can help customers answer that themselves through the app, that’s a win for them — and for our colleagues too.”
“We’ve used Google’s foundational models, but we’ve built the application and the way we use the models completely internally.”
While the system uses Google Cloud’s Vertex AI platform and Gemini large language models (LLMs), it was developed entirely in-house by Morrisons’ own data science team.
The launch is the latest in a series of tech-led innovations by the grocer. In May, it began testing “tally” robots across several stores, including Wetherby, Redcar and Stockton, which roam aisles using AI and computer vision to track shelf availability and merchandising execution.
2 Comments. Leave new
I only shop in Tesco. As I am a retired colleague. I ask a colleague when I can’t find a particular item. The dot com colleagues are very helpful in telling me where a item is.
In theory as usual it’s a great idea. However searching for 5 items in Llanishen branch showed me exactly where they are! But on visiting the store only 2 were actually there! The others didn’t even have a ticket there. I tried again a week later and the same happened.