Morrisons has introduced a cutting-edge AI-supported Product Finder within its mobile app, enabling customers to locate grocery items in real-time—even amid seasonal store rearrangements and high-traffic periods. Powered by Google Cloud technologies including BigQuery, Cloud Run, Gemini models, and Vertex AI, the feature has garnered significant usage, recording approximately 50,000 searches per day during the Easter holiday period.

When shoppers type a product name into the app, Cloud Run processes the query before Gemini AI correlates it with the supermarket’s product codes. The code is then matched against detailed inventory and location data stored in BigQuery, and within seconds the precise aisle and positioning are delivered back to users. This seamless experience boosts customer satisfaction and helps Morrisons facilitate faster shopping trips and more efficient product discovery during busy times.

Peter Laflin, Chief Data Officer at Morrisons, emphasized the transformative role of centralizing data in BigQuery. He highlighted that the Product Finder represents a major advancement in how technology can simplify the shopping experience and support store staff by reducing demands for basic location queries. Mauren Costello, Vice President of Google Cloud UK and Ireland, noted that this innovation exemplifies AI’s capacity to place customers at the heart of retail operations, removing friction and streamlining the in-store journey.

The project marks an important step in Morrisons’ broader digital transformation strategy. Alongside extending AI use to retail robot pilots and supply management tools, the chain is preparing to deploy Vertex AI across other business functions. These plans include developing AI-based forecasting models for inventory, logistics optimization, and customer sentiment analysis derived from real-time feedback.

As consumer expectations continue to trend toward convenience, Morrisons’ investment in AI-powered navigation demonstrates a growing focus on blending technology and retail. For shoppers, it promises quicker and more intuitive in-store experiences. For the retailer, it offers operational efficiencies and richer data-driven insights to further improve service and planning.