Coles partners with OpenAI to enhance corporate operations with AI
Coles has begun deploying ChatGPT Enterprise at scale for its corporate workforce through a collaboration with OpenAI.
The retailer is the first major Australian grocery chain to integrate ChatGPT Enterprise, powered by the GPT-5 model, across parts of its organisation. The tool is aimed at assisting corporate staff with researching, reducing administrative workloads, surfacing data insights, supporting compliance requirements, and generating new ideas.
An initial rollout has commenced with segments of Coles' corporate team, accompanied by tailored training programming to enhance AI skills and practical capabilities. A comprehensive deployment covering the full workforce is scheduled for February 2026.
Workforce transformation
The integration of AI is intended to streamline work within the corporate environment. Teams are being trained to use ChatGPT Enterprise to automate daily tasks and support more efficient operations. Coles believes that the technology will also facilitate better decision-making and unlock new avenues to improve services for Australian customers.
"Customer experiences and operational efficiencies are the driving forces behind the exponential growth of AI, shaping the future of Australian retail. As AI continues to be embedded our day-to-day tasks, our collaboration with OpenAI is set to transform the way our teams work," said Caroline O'Brien, General Manager Data & AI at Coles.
She added further detail on the current applications of AI within the business:
"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."
She also emphasised the positive impact of technological partnerships:
"Together with our partners, these technologies are helping us enhance decision-making, boost efficiency and unlock new opportunities to deliver for Australians."
AI in operations
Coles has a history of employing AI in various operational areas. For over a decade, the company has used artificial intelligence to assist with staff rostering, replenishing orders, and tailoring the range of products offered at individual stores. More recently, Coles has used AI in its automated distribution and customer fulfilment centres, which manage the movement of stock to stores and improve the process of online home delivery.
According to Coles, the collaboration with OpenAI also seeks to explore broader uses of advanced AI to improve the retail experience. Potential applications include enhancing how customers plan, shop, and check out, aiming for experiences that are more personalised and cohesive.
Global experience
Oliver Jay, Managing Director, International at OpenAI, commented on the partnership:
"We are delighted to work with Coles to bring advanced AI solutions to their teams, empowering Coles to unlock new levels of productivity and innovation. 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. We look forward to supporting Coles as they harness the full potential of AI to deliver exceptional value to their employees and customers."
The collaboration draws on OpenAI's prior experience with global retailers and aims to reimagine team operations and the end-to-end shopping process using AI technologies.
Responsible use of AI
Coles states that its adoption and development of AI technologies is underpinned by a commitment to responsible and ethical use. The company has processes in place to ensure data security and focuses on using AI to support, rather than replace, the work of its staff.
