Morrisons is launching an interactive “living digital model” of its end-to-end supply chain, enabling it to experiment with alterations to its operations and trial changes.

The grocery giant has teamed up with Kallikor AI on the initiative, which enables it to “experiment, test and optimise decisions with unprecedented speed and precision,” ranging from “warehouse operations to network-wide flows.”

The business will produce a “digital twin” of its supply chain, while artificial intelligence will be applied to find potential improvements. 

As the partnership develops, the supermarket plans to use the model within its day-to-day operations. Additionally, it aims to use it to proactively adapt to market shifts.

Morrisons group director, logistics, supply chain and technology Ross Eggleton said: “By using AI to bring the real and synthetic worlds together, we can design and evaluate changes across our entire supply chain.

“That means we can move quickly, solve the right problems, and ensure that every supply chain decision supports the bigger picture, delivering greater value and availability for customers while improving our efficiency and resilience.”

Earlier this month, Morrisons rolled out Google’s generative AI tool Gemini to help shoppers find products in store amid its ongoing digital transformation.

The tool enables customers to search the items they are looking for and in turn, it will provide real-time locations of what aisle they can be found in, according to City AM.

Furthermore, Spanish fashion brand Mango recently launched an AI stylist tool, called Mango Stylist, to make it easy, fast and personalised for shoppers to discover and combine garments .

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