Coles says it’s the first major Australian retailer to deploy ChatGPT Enterprise at scale as part of its new collaboration with OpenAI.

The integration of ChatGPT internally, powered by OpenAI’s latest advanced GPT-5 model, is expected to help Coles corporate teams speed up research, reduce administrative tasks, surface data insights, support compliance and fuel idea generation.

Coles has begun a roll out of ChatGPT Enterprise across parts of its corporate workforce, with customised training underway to build AI skills and capabilities ahead of a full workforce rollout planned for February 2026.

Together with OpenAI, the retailer is also exploring how emerging AI capabilities could reshape the shopping experience, helping customers plan, shop and checkout in more personalised, convenient and connected ways.

Coles General Manager Data & AI Caroline O’Brien says retail is entering a new wave 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. As AI continues to be embedded our day-to-day tasks, our collaboration with OpenAI is set to transform the way our teams work,” she says.

“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.

“Together with our partners, these technologies are helping us enhance decision-making, boost efficiency and unlock new opportunities to deliver for Australians.”

Coles has been using AI for more than a decade to support tasks like rostering, order replenishment, and helping to tailor its product ranging to specific stores. AI also underpins Coles new automated distribution centres and customer fulfilment centres.

OpenAI International Managing Director Oliver Jay says OpenAI is delighted to work with Coles to bring advanced AI solutions to their teams, empowering the retailer to unlock new levels of productivity and innovation.

“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,” he says.

“We look forward to supporting Coles as they harness the full potential of AI to deliver exceptional value to their employees and customers.”