The Central Food Retail Company is launching what it describes as a "first-of-its-kind" genAI-powered shopping assistant for the Thai grocery market.

Tops Food Hall, a premium supermarket, is trialling the new technology at its location in Central Chidlom, Bangkok.

Under Central Retail, the company's omnichannel retail and wholesale platform which operates number of supermarket brands in Thailand, including Tops, Tops Food Hall, Tops Daily, Tops Online, and Matsukiyo, it is rolling out the new shopping assistant in collaboration with tech arm Central Retail Digital and Google Cloud.

‘Tops Chef Bot’ integrates Google’s data analytics, genAI, and enterprise search engines with Central Food Retail’s personal shopper service.

The technology is designed to provide personalised meal preparation and grocery shopping assistant for the retailer's customers.

Central Retail says that the bot can address customer needs by providing real-time assistance, mimicking the experience of walking the aisles in person, through a number of key features.

These include recommendations for standout products, like imported goods, news arrivals or exclusive items, as well as the ability to create shopping baskets based on purchase history.

It can also calculate the quantity of ingredients required for each dish based on the number of servings, accomodating dietary restrictions and food alergies.

Additionally, the technology compiles discounts, loyalty point promotions, and seasonal offers.

The trial at Tops Food Hall marks the first stage of a wider phased rollout, with plans to expand the new service to all Tops branches nationwide in the near future.

Stephane Coum, chief executive of the Central Food Retail Group said that the move would "revolutionise" Thailand's retail landscape.

“Since the successful launch of the Personal Shopper service in 2021, which enhanced the convenience and lifestyle of our customers, Tops has continued to innovate and develop cutting-edge retail solutions," continued Coum. "We prioritise the integration of digital technology and AI to refine our operations and elevate the customer experience, adapting swiftly to the dynamic trends and demands of the digital era."

Annop Siritikul, country director of Google Cloud in Thailand says that Central Retail has used its platforms to connect powerful AI models like Gemini 1.5 Flash to its diverse data sources, including inventory, product catalogues, curated recipes, and customer insights, which has enabled te company to launch Tops Chef Bot.

The bot also integrates with the company's personal shopper service to enable customers to connect directly with staff for additional assistance.

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