Morrisons has announced the rollout of a new digital twin of its end-to-end supply chain.

The move will enable the supermarket to experiment and test decisions across everything from warehouse operations to network-wide flows.

The new AI-powered tool from Kallikor acts as an interactive model that mirrors the complexity, scale, and pace of its supply chain, simulating complex operational scenarios to enable the retailer to adopt new technologies and rehearse the transformation of its supply chain.

As the partnership scales, Morrisons plans to operate with a living digital model fully integrated into its day-to-day operations. With the move, it aims to be able to proactively adapt to market shifts.

Morrisons is one of the UK's largest supermarkets, serving 10 million customers a week across its 500 supermarkets and 1,700 Morrisons Daily stores.

"By using AI to bring the real and synthetic worlds together, we can design and evaluate changes across our entire supply chain," said Ross Eggleton, group director, logistics, supply chain & technology, Morrisons. "That means we can move quickly, solve the right problems, and ensure that every supply chain decision supports the bigger picture, delivering greater value and availability for customers while improving our efficiency and resilience.”

The rollout comes as Morrisons modernises its wider operations with new tools in 2025, including a new AI-powered product finder built with Google's Gemini AI models to help its customers locate products within stores.

The in-app product finder, announced earlier this month, saw 50,000 daily uses during Easter period and allows customers to type in a product name and instantly receive information on its aisle and precise location within the store.

In April, the company revealed plans to revamp its store operations and communication with the launch of a new all-in-one mobile platform.

At the time, Morrisons said the move would see all of its stores digitised through the all-in-one mobile platform, with plans to streamline task execution and improve real-time communication for frontline teams.

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