Morrisons, one of the UK's leading supermarkets, has introduced an AI-powered product finder within its app to enhance the shopping experience for its ten million weekly customers. This innovative tool, developed using Google's generative AI model Gemini and running on Google Cloud’s advanced platforms such as BigQuery and Cloud Run, aims to address one of the most frequent customer questions: “Where can I find this item?” By allowing shoppers to simply type a product name, the app provides instant and precise information on the specific aisle and location of the item within each store.

Designed to function with real-time accuracy, this AI assistant has been trained to understand a variety of inputs, including typos, vague phrases, and brand references, tailoring its responses to the unique layout and inventory of each Morrisons store. The system intelligently matches customer queries with comprehensive product codes stored in BigQuery, delivering results in seconds even during peak shopping periods and seasonal layout changes. The tool reportedly handled over 50,000 daily searches during the recent Easter period, demonstrating its effectiveness and popularity among customers.

Peter Laflin, Morrisons’ Chief Data Officer, emphasised the practical benefits of the tool, noting that it not only empowers customers to find products quickly and independently but also reduces the demands placed on store colleagues. “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,” Laflin told City AM. While the underlying AI models come from Google’s foundational technologies, the retailer’s in-house data science team designed and fully built the application, customising its use of these models specifically for Morrisons’ needs as part of its broader digital transformation.

The new product finder represents the latest milestone in Morrisons' ongoing investment in digital innovation. Alongside this AI tool, the supermarket has been testing autonomous tally robots in select stores, such as Wetherby, Redcar, and Stockton, which use computer vision and AI to survey shelves and check stock levels multiple times a day. These trials demonstrate Morrisons’ commitment to leveraging emerging technologies to improve operational efficiency and customer service.

Morrisons is not alone in adopting AI to revolutionise retail. Other major UK supermarkets have introduced AI-driven initiatives: Marks & Spencer uses AI to offer personalised outfit recommendations based on body shape and style preferences; Tesco employs AI to support buying decisions and optimise delivery routes; and Sainsbury’s utilises AI forecasting tools to enhance shelf stocking accuracy as part of a significant cost-saving programme.

Mauren Costello, Vice President for UKI and SSA at Google Cloud, highlighted the transformative impact of AI in retail, praising Morrisons’ app as a prime example of placing customer needs at the forefront. She said, “By combining the power of Google Cloud's data platform with the reasoning capabilities of Gemini, Morrisons can now directly answer a customer's most immediate need — ‘Where is this item?’ — in a simple and intuitive way. This is about removing friction from the shopping journey, and we are proud to provide the technology that helps make that possible.”

As AI technologies develop rapidly, Morrisons’ in-house development and strategic partnerships point to the growing importance of adaptive, data-driven solutions in physical retail environments. The company claims this approach not only improves customer satisfaction but also optimises staff resources and operational agility. The AI-powered product finder, handling tens of thousands of searches daily, is positioned to become an indispensable feature in the supermarket’s offering, especially as consumer expectations around convenience and digital integration continue to rise.