Morrisons has launched a new artificial intelligence-powered product finder tool built with Google's Gemini AI models to help its 10 million weekly customers locate products within stores.

The in-app product finder, which saw 50,000 daily uses during the recent Easter period, allows customers to type in a product name and instantly receive information on its aisle and precise location within the store. The companies said that the tool has been designed to help shoppers quickly locate products, even during busy periods and seasonal rearrangements.

Built on Google Cloud's advanced platforms, including BigQuery and Cloud Run functions, the application leverages Cloud Run functions to process customer search terms, whilst Gemini models intelligently interpret these queries and correlate them with Morrisons' extensive product codes. This product code is then sent to BigQuery, which houses comprehensive product data, including availability and location for each supermarket.

Peter Laflin, chief data officer at Morrisons, said the tool represents a significant step in the retailer's digital transformation. "Having all our data in BigQuery has allowed Morrisons to create new solutions for customers that wouldn't have been possible before. The Product Finder is a prime example of how we're leveraging technology to make shopping easier and more efficient for our customers," he said.

The system provides real-time guidance that significantly improves efficiency and customer satisfaction, particularly when temporary store layouts are in effect. The information is relayed back to customers in seconds, providing real-time accuracy.

Mauren Costello, vice president for UKI and SSA at Google Cloud, said the launch demonstrates how AI is transforming the retail landscape. "The retail landscape is being transformed by AI, and supermarkets like Morrisons are embracing this technology to place the customer at the heart of their operations. The in-app Product Finder is a brilliant example of this in action," 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."

Morrisons operates 500 supermarkets and 1,600 Morrisons Daily stores across the UK, with over 97 per cent of UK postcodes covered by its online delivery service. The retailer maintains a unique status as a food producer with its own farms and abattoirs.

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