Coles has become the first Australian retailer to deploy ChatGPT Enterprise at scale through a new collaboration with OpenAI, aimed at enhancing team efficiency and exploring new ways to improve the customer experience.
The integration of ChatGPT, powered by OpenAI’s GPT-5 model, will assist Coles corporate teams with research, administrative work, data analysis, compliance support and idea generation.
The company has begun rolling out ChatGPT Enterprise across parts of its corporate workforce, with training underway to develop AI capability ahead of a full rollout planned for February 2026.
Coles and OpenAI are also examining how AI could transform the shopping experience, helping customers to plan, shop and checkout in more personalised and convenient ways.
Coles general manager of data and AI, Caroline O’Brien, said retail is entering a new stage of AI-driven innovation.
“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,” she said.
“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.”
“Together with our partners, these technologies are helping us enhance decision-making, boost efficiency and unlock new opportunities to deliver for Australians.”
Coles has been using AI for more than a decade for rostering, order replenishment and tailoring product ranges to individual stores.
AI also underpins Coles’ automated distribution and customer fulfilment centres, which are changing the way stock flows into stores and improving the online delivery process.
“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,” said OpenAI managing director international, Oliver Jay.
“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.”