Coles says it has become the first major Australian retailer to deploy ChatGPT Enterprise at scale, marking what it calls a new phase in its adoption of advanced AI technology.
According to Coles, the rollout – part of a broader collaboration with OpenAI – is being introduced across segments of its corporate workforce before a full expansion planned for early 2026. The company says the GPT-5-powered platform will help streamline administrative tasks, generate insights, and enhance productivity across teams.
Coles General Manager of Data & AI, Caroline O’Brien, says the the rollout will transform the way employees work.
“Customer experiences and operational efficiencies are the driving forces behind the exponential growth of AI,” she says. “Our collaboration with OpenAI is set to transform the way our teams work.”
The company notes that AI is already embedded across its operations, from supply chain optimisation and generative chatbots to computer vision tools that monitor produce stock levels.
OpenAI’s International Managing Director, Oliver Jay, describes Coles as setting a benchmark for enterprise AI adoption in retail.
“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,” he says.
“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.”
Coles says all activity is guided by its responsible AI framework to ensure ethical and secure use of emerging technologies.
