Chain rolling out Google AI to solve scavenger hunt

MORRISONS has introduced a generative Al-powered tool, supported by Google Cloud and Gemini, which assists customers in locating products within their stores.

- BY SASKIA KOOPMAN

This innovation is part of the supermarket’s continuous digital transformation and data infrastructure revamp.

The feature enables shoppers to input queries for items, from ‘tahini’ to ‘that tomato puree in a tube,’ delivering real-time product locations at the aisle level. The tool has already handled over 50,000 daily searches during peak times.

“We've used Google’s foundational models, but we've built the application and the way we use the models completely internally,” Peter Laflin, Morrisons’ director of data, shared with City AM.