Morrisons Appoints Chief AI Officer as Retail Tech Trends Accelerate

Morrisons CEO Rami Baitiéh confirmed the appointment this week, tasking Ghasempour—formerly of Kingfisher—with building a central data science function. The goal is to move beyond experimental projects, focusing instead on operational excellence and manufacturing efficiency. This strategic shift reflects a growing consensus that AI must now drive measurable commercial impact rather than serving as a peripheral innovation.

Simultaneously, the industry is seeing rapid deployment of agentic technology. Constructor recently launched an AI-powered checkout solution that allows shoppers to complete purchases within a conversational interface. Similarly, The Very Group has reported a 20% revenue increase per customer following the integration of Made With Intent’s behavioural-tracking engine. Asda is also leveraging AI through a partnership with Rokt to inject relevant offers into checkout pages, further demonstrating how retailers are transforming standard payment flows into sophisticated media channels.