US retailer Kroger has emphasised its commitment to building and retaining customer trust by engaging in responsible AI development.
The senior vice-president of Kroger, Yael Cosset, was discussing the company’s digital journey and how the transformation impacts customers and associates at the National Retail Federation’s (NRF’s) Big Show.
Cosset shared insights on the retailer’s approach to artificial intelligence and how Generative AI (GenAI) can help the grocery retail industry.
He stated, “I believe GenAI is already impacting, and will continue to impact, the grocery industry broadly and in a transformational way.
“We continue to use AI and GenAI across the business for improvements, such as more relevant creative marketing content, better search outcomes on digital platforms, greater personalisation for customers, easier solutions for our associates, and many more areas. Like all technology, we view AI as a resource for our customers and associates to improve our human connections, not replace them.”
Digital Innovation
Cosset added that Kroger has invested significantly in customer-facing digital innovations, to provide greater value and savings.
He cited the transition to digital weekly circulars, informing customers about promotions and products, as one of the examples.
Kroger has also invested in tools for customised learning and training experiences for associates, task management, and the assessment of product availability, to support in-stock levels and fulfilment.
Cosset added, “Digital transformation efforts have dramatically reduced our time to hire by implementing digital-first HR solutions. Training applications have been developed using world-class design practices to emphasise ease of use, enhancing speed to excellence.”
Kroger believes that enhancing the experience of customers and associates is important for generating loyalty.
“Our aim is to be the fresh-food destination by providing customers with an experience that gives them exactly what they want, no matter how they shop and use our digital capabilities to support associates, making their jobs easier and enabling them to spend more time doing what they are best at – interacting with customers,” Cosset added.
Read More: One Fifth Of Consumers ‘Have Already Used Generative AI’ When Shopping
