Metcash Integrates Generative AI into B2B Retail Communications

The expansion centers on AskROSS, the Metcash customer communications platform. By deploying Coveo’s AI-Relevance technology, the wholesaler intends to allow retailers to query complex system information using natural language rather than hunting through static menus. This shift is designed to reduce the administrative burden on independent store owners, enabling them to resolve routine inquiries without manual intervention from support staff.

Madeleine Fitzpatrick, general manager of retail at Metcash, noted that the technology is intended to bridge the gap between legacy systems and modern digital requirements. Beyond the customer-facing interface, the company plans to surface the same generative AI guidance within internal agent dashboards, allowing support teams to handle queries with greater speed and accuracy.

This project follows a two-year collaboration with Publicis Sapient, which has been instrumental in refining the digital infrastructure of Metcash’s B2B ecosystem. The partnership previously delivered the online marketplace Sorted, and the current move into conversational AI represents the next phase of that digital transformation. Alexander Mahr, managing director at Coveo APAC, stated that the move reflects a broader industry trend of equipping retail networks with tools that turn complex data into actionable, real-time value.