By integrating a new suite of AI-driven tools, UK-based supermarket retailer Waitrose is aiming to improve its online search and browsing experience and develop personalised and tailored experiences for customers.

The partnership with AI-driven search platform Netcore Unbxd will allow Waitrose to improve customer service based on past customer buying patterns and behaviours. This includes search and browsing habits, product favourites and brand choices. Customers will benefit from relevant and accurate search results, making it quicker and easier to find what they need.

Waitrose will also be able to automate the search experience by providing relevant results for more complex searches. For example, if a customer searches for ‘drinks for teetotallers’ then the search results will display a range of alcohol-free drinks for the customer to browse through.

Other ways that AI can optimise customer journeys are through cognitive customer care, personalised marketing, recommender systems, AR shopping, customer segmentation, headless commerce and semantic search.

Waitrose director of online Laura Burbedge commented: “We know that our customers are busy and need to be able to quickly fill their online shopping trolley with minimal effort. Through working with Unbxd we have already seen a significant improvement in customers satisfaction with our search feature, with more personalised results.”

Netcore Unbxd CEO Pavan Sondur added: "When it comes to providing a seamless and personalised shopping experience, AI and machine learning play a pivotal role in understanding and meeting customer needs.”

In October it was announced that Waitrose is reportedly considering a third-party deal with Amazon to sell online groceries.