Metcash is bringing AI-powered conversational experiences to its B2B customer communications portal as it expands its strategic partnership with Coveo and Publicis Sapient.

Unlike traditional keyword-based search, Coveo’s conversational search is said to understand the intent behind every query, empowering customers to resolve everyday issues through self-service. Soon, the same trusted, relevant guidance will also be surfaced directly within the agent experience, helping support teams assist customers more efficiently.

Madeleine Fitzpatrick, General Manager Retail at Metcash says embedding generative AI directly into Metcash’s customer communications platform makes it faster and easier for retailers to find answers, self-serve routine needs and access support when they need it.

“By bringing conversational search to our B2B customer communications platform, AskROSS, we’re transforming how we support retailers by providing them with a modern generative AI-powered digital experience,” she said.

“This represents a significant step forward in delivering a more modern, intelligent and customer-centric experience. Retailers can now ask questions in natural language and receive fast, trusted answers that help them make better decisions. That means less time spent searching for information, more time focused on serving shoppers and a simpler, more intuitive experience overall.”

Simplifying the retailer experience

The expansion builds on the success of Metcash’s existing deployment of Coveo in other areas of the business, including its online B2B marketplace, Sorted. Publicis Sapient, an enterprise AI platforms and services company, has worked with Metcash for the past two years, helping define the future retailer experience and the content and service foundations behind it.

Alexander Mahr, Managing Director, Coveo APAC says Metcash’s continued investment in Coveo reflects a clear focus on equipping its retail network with trusted, generative AI-powered experiences that help teams find information faster, make better decisions and ultimately deliver better service to customers.

“We’re proud to support one of Australia’s leading wholesalers as it continues to innovate with AI,” he said.

Cassandra Kelsall, Head of Advisory at Publicis Sapient Australia says its work with Metcash has always been grounded in a simple ambition: make it easier for independent Australian retailers to run and grow their businesses.

“This next phase with Coveo brings AI into the everyday moments that matter for retailers, helping them find answers faster and get the right support when they need it,” she said.

“There’s real potential for AI in B2B, from agentic commerce to AI-powered search, because it turns complex information and systems into practical value.”