Morrisons AI Chief: People Must Come Before Technology

Dr. Ghasempour officially joined the UK grocery retailer on October 1, reporting directly to CEO Rami Baitiéh. His mandate spans a wide breadth of organizational strategy, including data-driven customer growth, colleague empowerment, and operational efficiency. Transitioning from a similar role at Kingfisher, he has spent his initial weeks immersing himself in the company’s logistics network to observe the complexities of food distribution firsthand.

By engaging directly with frontline staff and leadership, including Logistics Director Andy Gillies, Ghasempour aims to bridge the gap between abstract technological potential and the practical demands of the supply chain. His approach signals a departure from purely tech-led implementations, favoring a model where innovation is guided by the experiences of those managing the daily balance of availability and efficiency across the retailer’s stores.