Then, feeling lost, you take out your phone, open the supermarket’s app, and type your query. Almost instantly, an AI-driven virtual assistant provides the exact location of the item, saving you time and frustration. This scenario is a microcosm of how artificial intelligence (AI) can transform the supermarket experience in 2023.
For years, supermarkets have sought ways to optimize operations and enhance customer experiences. However, with the introduction of the most transformative AI and automated language-based solution, ChatGPT, which has gained significant popularity among the public, every aspect of the grocery industry — from customer service and marketing to supply chain management and inventory control — is poised to evolve.
As we delve into the dynamic world of AI in the supermarket sector, three questions arise: What innovative strategies are supermarkets implementing today? What drawbacks and challenges do they face in adopting AI technology? And most importantly, what does the future hold for the intersection of AI and the grocery industry?
A Brief Timeline of AI and Automation
Before we explore the fascinating world of AI, ChatGPT, and today’s supermarkets, let’s uncover the roots of AI and automation in this sector. From the beginnings of barcodes to the sophisticated technologies we see today, the story of AI in supermarkets is one of innovation and transformation.
The 1970s saw the introduction of the barcode. This game-changing technology revolutionized supermarkets by streamlining inventory management and point-of-sale transactions. Despite initial resistance, the Universal Product Code (UPC) quickly became the global standard for product tracking.
By the 1990s and early 2000s, electronic shelf labels (ESLs) and self-checkout machines arrived in supermarkets, bringing dynamic pricing and reducing manual labor while empowering customers with a faster, more convenient way to wrap up their shopping trips.
As computing power grew and data storage capabilities expanded, supermarkets began to harness the potential of big data analytics. The industry began to witness the dawn of AI with the emergence of early algorithms and data-driven decision-making, which offered a glimpse of the more sophisticated AI applications to follow.
AI technologies like ChatGPT are redefining the modern era of supermarkets and gaining traction within the industry. A study published in March this year by Incisiv and Wynshop surveyed grocery executives and shoppers, revealing the growing significance of AI in maintaining a competitive edge in the retail landscape.
According to the survey, 67% of grocers have discussed ChatGPT in senior-level meetings, 82% see AI as essential for future competitiveness and 59% plan to test an AI solution in 2023. Gaurav Pant, chief insights officer of Incisiv and Grocery Doppio, notes, “ChatGPT has taken the world by storm, and grocers are no exception. They acknowledge the need for advanced analytics and AI and are willing to experiment and invest in building those capabilities.”
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Let’s explore how in further detail.
ChatGPT and Customer Service
Customer service is a key area where ChatGPT and similar AI language models transform supermarkets. By incorporating advanced AI into various customer touchpoints, supermarkets and online grocers can offer instant, accurate and personalized support to shoppers in numerous ways.
One of these is virtual customer assistants and online support. Supermarkets are integrating AI language models into their online platforms, creating virtual assistants capable of answering questions, offering assistance and processing orders. These AI-powered assistants can manage various inquiries and transactions, from product information and availability to order tracking and returns.
Recently, online grocery delivery service Instacart became one of the first brands to use the ChatGPT Application Programming Interface in a campaign, launching a new feature called ‘Ask Instacart.’ This tool allows users to ask questions, helping them to create and refine shopping lists, positioning their AI-powered assistant as a convenient and time-saving shopping aid.
JJ Zhuang, chief architect at Instacart, was recently quoted by The Drum, a news publisher, explaining the motivation behind the new feature: “Grocery shopping can require a big mental load, with a lot of factors at play…What if AI could take on that mental load?”
Another way is in-store chatbots and smart speakers, which supermarkets are adopting to assist customers with product location, inquiries and recommendations. These AI-powered devices, capable of understanding and responding to natural language queries, offer user-friendly and efficient solutions. In addition, voice shopping, such as Walmart’s Voice Order service, is gaining popularity, allowing customers to link their accounts to smart speakers and mobile devices.
The system uses natural language processing (NLP) to understand requests and identify preferred products based on purchase history. With natural language understanding (NLU), it quickly understands the conversation and takes action to meet customer needs.
Walmart CEO Doug McMillon noted in an earnings call in February that these in-house conversational AI platforms are being “used by more than 50 million customers and an average of 1 million associates across the U.S., Mexico, Canada and Chile.”
Marketing and Advertising
The intensely competitive supermarket industry is witnessing a revolution in marketing and advertising strategies. With the help of AI, supermarkets can attract and retain customers in several novel and effective ways.
Kroger, the leading grocer in the United States, has been at the forefront of leveraging AI for targeted marketing campaigns. In 2020, the company launched ‘Kroger Precision Marketing,’ a platform that employs data from customer purchase histories and demographics to design relevant marketing campaigns. To power this innovative platform, Kroger partnered with Microsoft PromoteIQ, and the new sales attribution feature utilizes data science from KPM and Microsoft PromoteIQ technology.
Cara Pratt, vice president of Commercial and Product Strategy for Kroger Precision Marketing at retail insights company 84.51°, commented in February: “Brands advertise on Kroger Precision Marketing because we can influence moments when shoppers are searching and discovering products and do so in an authentic way.”
Recognizing this, other supermarkets have begun employing AI-powered mobile apps to engage with customers and present them with tailored deals and recommendations. After all, AI-driven platforms like ChatGPT can process large amounts of data to create personalized marketing campaigns, emails, social media posts and app notifications based on individual preferences and actions.
Dr. Sylvain Charlebois, a Dalhousie University food distribution and policy professor, anticipates an AI-driven shift in the industry: “Knowing consumers are better equipped to confront higher food prices, grocers will likely use more dynamic pricing.”
AI platforms like ChatGPT are now instrumental in optimizing pricing and promotions for the fiercely competitive supermarket sector. These platforms enable dynamic adjustments to maintain a competitive edge and maximize profitability by analyzing customer data, competitor pricing and market trends. Major companies such as Walmart and Amazon already employ dynamic pricing to respond quickly to market changes and enhance customer experience.
The potential impact on consumer experiences is considerable. For example, AI could eventually reach a point where it creates customized cookbooks that consider affordability and suggests recipes based on facial or fingerprint scans during grocery store visits.
Supply Chain and Inventory Management
Regardless of the sector, AI technologies are pivotal in supply chain and inventory management. Supermarkets are no exception, as AI has proven itself a valuable tool in striking an ideal balance between supply and demand, stabilizing costs, ensuring customer satisfaction and staying ahead of the curve.
Supermarkets can benefit significantly from AI platforms that analyze historical sales data, customer preferences, and external factors such as weather and events to generate accurate demand forecasts and optimize inventory levels. AI’s comprehensive data analysis can identify trends and patterns that are difficult to discern manually, enabling supermarkets to maintain appropriate stock levels and meet customer demand.
Moreover, AI can predict high-demand products, identify products likely to be discontinued and streamline product placement in stores to enhance sales.
AI is also transforming supplier relationship management throughout the supply chain. Farmers increasingly use AI algorithms to analyze soil, climate and crop data for better yield predictions, irrigation and fertilization optimization. Simultaneously, AI-driven platforms like ChatGPT automate communication, order placements and shipment tracking, enhancing efficiency, reducing costs and ensuring consistent product supply.
Walmart’s partnership with California-based Pactum AI exemplifies this trend, utilizing AI chatbots to automate vendor negotiations. By inputting budgets and requirements, chatbots reduce negotiation time and strengthen supplier relationships by accommodating diverse suppliers and respecting vendors’ preferred pace. As a result, AI chatbots provide supermarkets with a competitive edge and help them navigate economic challenges.
Additionally, integrating AI into warehouse operations has revolutionized how businesses handle their logistics. By analyzing product demand, stock levels and sales data, AI-powered platforms effectively manage warehouse space, coordinate robot movements and streamline the picking, packing and shipping processes. The result is significant cost savings, improved accuracy and faster supermarket order fulfillment.
Moreover, AI also plays a crucial role in predicting supply chain disruptions and optimizing delivery schedules, which minimizes the impact of ‘shelflation.’ This term refers to the compromise of a product’s shelf life due to a supply chain issue.
Challenges and Ethical Considerations
The rise of AI-driven supermarkets brings ethical challenges that require attention. While technology itself may be devoid of ethics and morals, the food industry is deeply rooted in these values. Therefore, balancing the benefits of advanced AI solutions with the principles of food production for communities and consumers requires addressing some challenges.
Utilizing AI platforms, such as ChatGPT, demands supermarkets prioritize data privacy and security, given their reliance on customer information. Supermarkets must establish transparency in data usage policies and implement robust security measures to maintain customer trust and comply with regulatory standards. Walmart’s leaked explicit directive for employees concerning generative AI like ChatGPT — to refrain from sharing any company-related information — underscores the importance of data protection in the industry.
In addition to that, growing automation in the supermarket sector raises legitimate concerns about potential job displacement. To address this, supermarkets must invest proactively in reskilling and upskilling initiatives, ensuring their workforce is ready for the evolving job market.
It’s coming — whether we like it or not. According to the World Economic Forum, AI could disrupt nearly 25% of jobs within the next five years. In May, IBM CEO Arvind Krishna further emphasized the impact of AI on the job market, warning that AI could wipe out “many” jobs in less than a decade. Days later, IBM announced a hiring pause for 7,800 positions largely because of AI’s capabilities.
AI platforms, such as ChatGPT, also offer great potential for improving efficiency and customer service in supermarkets. However, it is crucial to address the possibility of perpetuating AI algorithm biases resulting from the data they are trained on. For instance, facial recognition systems might be biased against specific demographics, leading to unfair treatment. Similarly, AI-powered pricing systems could be prejudiced against people in low-income neighborhoods, resulting in higher prices.
Supermarkets must recognize these potential biases and take proactive measures to mitigate them. Collaborating with AI developers, selecting unbiased training data and consistently monitoring system performance can help ensure fairness.
The Future of Supermarkets and AI
As AI technologies advance, supermarkets will likely see even more innovative applications that reshape the customer experience and streamline operations in several ways.
Innovative technologies like augmented reality (AR) hold great potential to revolutionize the supermarket experience. For example, shoppers could use AR glasses or smartphones to access product information, reviews and tailored recommendations while browsing store aisles.
Walmart is a pioneer in this field, introducing AR features in their app that redefines customer interaction with store shelves. For example, shoppers with specific dietary requirements, such as a gluten-free diet, can quickly identify suitable products using the app. Additionally, customers can scan shelves to find items on sale, clearance or part of a rewards program. These AR-enhanced shopping experiences save customers time and money while making the process more engaging and personalized.
Walmart executives said in June last year, “We believe the closest store to our customers is in their pocket, and we are focused on making that always-on experience as easy, engaging and personalized as possible.”
AI-Driven Store Layout Optimization
Utilizing AI can improve store layout optimization by analyzing customer traffic patterns and purchase behaviors. As a result, creating a more intuitive and efficient shopping environment can enhance the customer experience and boost sales.
As AI technology advances, it can be employed to examine popular store areas, track customer dwell time, recommend products and personalize shopping experiences. This AI-driven approach to store layout optimization is still in its infancy, but it holds great potential for transforming the supermarket industry.
Embracing AI technologies can help advance sustainability and reduce waste within the supermarket sector. These powerful tools and smart labels provide crucial insights into product shelf life, rendering best-before dates and recalls obsolete. As a result, groceries can be sold at a discount or donated to charity, minimizing waste.
AI can also enhance energy efficiency by monitoring supermarkets’ energy usage and optimizing lighting and heating/cooling systems. Moreover, it can help reduce water consumption through efficient irrigation control and leak detection. In packaging, AI designs sustainable, recyclable or compostable solutions while promoting eco-friendly practices among customers by offering information and incentives, such as discounts for reusable bags.
A Transformative Shift
Embracing ChatGPT and other AI platforms, supermarkets face a transformative shift towards heightened efficiency and customer satisfaction. AI integration will revolutionize shopping experiences and empower employees with performance-enhancing tools.
Despite ethical concerns and challenges accompanying AI adoption, we find ourselves in a unique time in history. Supermarkets can seize this opportunity by addressing pain points, harnessing AI’s potential and maintaining trust among customers and employees.
Embracing these changes allows producers and retailers to secure a sustainable, prosperous future in the era of AI-driven innovation.
