Morrisons is spearheading a fundamental transformation of its supply chain strategy through a pioneering partnership with AI specialist Kallikor. Together, they are developing a comprehensive digital twin of the supermarket’s entire supply chain, aiming to revolutionise decision-making processes and operational efficiency.
This innovative digital twin leverages Kallikor’s Adaption platform, which utilises advanced artificial intelligence to create a living, dynamic model of Morrisons’ supply chain. This model integrates seamlessly into daily operations, enabling continuous optimisation and proactive adaptation to rapidly changing market conditions. By simulating complex operational scenarios—from warehouse management to network-wide logistics flows—the platform allows Morrisons to test and evaluate potential changes with a level of speed and precision previously unattainable.
Ross Eggleton, Group Director of Logistics, Supply Chain & Technology at Morrisons, emphasises the transformational potential of this collaboration. Speaking to Retail Technology Innovation Hub, he explained that the partnership will help the retailer “make better decisions faster.” He noted that the AI-driven approach bridges the “real and synthetic worlds,” allowing Morrisons to design, assess, and implement changes that align with overarching strategic goals. This alignment is expected to not only improve efficiency and resilience but also enhance product availability and customer value.
Jonathan Barrett, CEO of Kallikor, describes the initiative as emblematic of a deep shift in supply chain strategy. He highlighted that organisations able to dynamically redesign their networks and make evidence-backed decisions at pace will define the competitive landscape of the future. Barrett suggests that this agility will enable Morrisons to turn market volatility into a decisive advantage, delivering faster deliveries, optimised cost structures, and tighter coherence between operational execution and strategic vision.
The deployment of this digital twin represents Morrisons’ commitment to embedding AI-driven insights into its supply chain ecosystem to create a more responsive and resilient operation. By allowing the retailer to experiment and optimise in a risk-free virtual environment, the initiative supports better planning and execution across the board—from pricing strategies through to customer service.
This effort unfolds amid a broader wave of AI adoption disrupting the retail industry. The Retail Technology Innovation Hub’s AI in Retail Awards also underscore how 2025 marks a pivotal year for AI and generative AI to shift from hype to essential, integrated business tools. These awards celebrate technologies that have moved beyond theoretical promise to practical, everyday applications that drive efficiency and innovation.
While Morrisons’ partnership with Kallikor focuses on supply chain transformation, other leading retail innovations are also capturing attention. For example, Profitmind, an AI-powered profit engine leveraging machine learning and generative AI to enhance pricing and inventory decisions, recently won the 2025 Retail Technology Show Innovation Awards. This highlights a parallel surge in technologies that harness data-driven insights to navigate competitive pressures and profit challenges facing retailers globally.
Morrisons’ initiative reflects an increasing recognition across the retail sector that the ability to unify and dynamically apply data through AI platforms can deliver competitive advantage. By developing a living digital twin of its supply chain, Morrisons is positioning itself at the forefront of digital innovation, setting a benchmark for how large-scale grocery retailers can enhance agility, efficiency, and customer satisfaction in an ever-evolving market landscape.
The full impact of Morrisons’ AI partnership will become clearer as the technology scales within its operations, but early industry feedback suggests it could redefine how supply chains are managed in the omnichannel age, offering a blueprint for others to follow.
Source: Noah Wire Services
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