Retail giant aiming for a full ChatGPT rollout by February 2026
Coles has begun rolling out ChatGPT to its corporate teams in a bid to enhance decision-making and boost efficiency for the retail giant.
In an announcement, Coles said the rollout is part of the organisation's collaboration with OpenAI, making it the first major Australian retailer to deploy ChatGPT at scale.
The generative AI tool, powered by OpenAI's latest advanced GPT-5 model, will be used to speed up research, reduce administrative tasks, surface data insights, support compliance, and fuel idea generation for Coles' corporate teams.
The company is targeting a full workforce rollout of ChatGPT by February 2026, according to its announcement. Customised training is also underway to build employees' skills and capabilities with the technology.
Coles' ChatGPT rollout adds to its growing utilisation of AI, which has been used for more than a decade for rostering, order replenishment, and tailoring product ranging to specific stores.
It is also using AI in new automated distribution centres and customer fulfilment centres.
"Across Coles, AI is already making a difference, whether that's task-specific generative-AI chatbots that support our team members, advanced supply chain optimisation or computer vision designed to monitor fresh produce stock levels," said Caroline O'Brien, Coles General Manager Data & AI, in a statement.
"Together with our partners, these technologies are helping us enhance decision-making, boost efficiency and unlock new opportunities to deliver for Australians."
ChatGPT in workplaces
Oliver Jay, OpenAI's managing director, said Coles will unlock productivity and innovation by bringing advanced AI solutions to their teams.
"By integrating robust AI tools across their operations, Coles is positioning itself to drive continued growth and set a new standard for competitive advantage in the retail sector," Jay said in a statement.
ChatGPT is a generative AI chatbot launched in 2022 that rapidly gained popularity and saw widespread adoption among businesses seeking to enhance employee productivity.
According to the Productivity Commission, productivity gains from AI will be above 2.3% in the next decade, with labour productivity growth estimated at 4.3%.
But research also warns about the risks of displacing employees due to AI.
Jobs and Skills Australia previously noted that while there is no strong evidence of AI replacing entry-level roles yet, it is likely that there might be a reduction in hiring and a shift in what an entry-level role looks like as AI gets further integrated into workplaces.
