TLDR: Australian retail giant Coles has commenced the rollout of ChatGPT Enterprise across its corporate teams, marking it as the first major Australian retailer to deploy the advanced AI tool at scale. Powered by OpenAI’s GPT-5 model, this initiative aims to significantly enhance efficiency, streamline administrative tasks, and foster innovation. A full workforce rollout is anticipated by February 2026, complemented by comprehensive employee training.
Coles, a leading Australian retailer, has embarked on a transformative journey by deploying ChatGPT Enterprise to its corporate workforce, a strategic move that positions the company as the first major Australian retailer to implement the generative AI tool at such a scale. This significant collaboration with OpenAI is set to revolutionize internal operations and explore new avenues for customer engagement.
The integration of ChatGPT Enterprise, which leverages OpenAI’s advanced GPT-5 model, is designed to empower Coles’ corporate teams by accelerating research, minimizing administrative burdens, unearthing critical data insights, bolstering compliance efforts, and stimulating idea generation. The initial rollout is already underway across various corporate departments, with a comprehensive workforce-wide deployment targeted for February 2026. To ensure successful adoption and maximize the benefits of the technology, Coles is also providing customized training programs to enhance employees’ AI skills and capabilities.
Caroline O’Brien, Coles General Manager of Data & AI, emphasized the pivotal role of AI in the evolving retail landscape. “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,” O’Brien stated. She added, “As AI continues to be embedded in our day-to-day tasks, our collaboration with OpenAI is set to transform the way our teams work.”
Coles’ commitment to AI is not new; the company has been utilizing artificial intelligence for over a decade in various capacities, including rostering, order replenishment, and tailoring product ranges to individual stores. AI also underpins their automated distribution and customer fulfilment centers, optimizing stock flow and improving online delivery processes. O’Brien highlighted existing AI applications within Coles, noting, “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 concluded, “Together with our partners, these technologies are helping us enhance decision-making, boost efficiency and unlock new opportunities to deliver for Australians.”
Oliver Jay, OpenAI’s Managing Director International, expressed enthusiasm for 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,” Jay commented. He further added, “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.”
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Beyond internal efficiencies, Coles and OpenAI are actively exploring how emerging AI capabilities could redefine the shopping experience, aiming to assist customers in planning, shopping, and checking out in more personalized, convenient, and connected ways.
