People working in technology need to spend more time where it is actually being used. So says Dr Mohsen Ghasempour, Chief AI Officer at Morrisons.

Ghasempour recently joined the UK grocery retailer from Kingfisher. He has taken on overall responsibility for data and AI strategy, with a remit spanning customer growth, colleague empowerment, operational efficiency, manufacturing excellence and commercial excellence. He reports directly to Morrisons CEO Rami Baitiéh and took up the role on 1st October.

In a LinkedIn post, he said: "I cannot think of a better place to start understanding our business and shaping our AI and technology priorities than spending time with colleagues on the shopfloor."

He added: "Last week, I had the chance to spend time with Gordon Macpherson (Group Productivity Director) and Francesca Bezoari (Retail Support Office Director) in one of our stores, seeing some of the technology already in place, from electronic shelf labels to employing computer vision technology helping identify gaps on our shelves, and the infrastructure behind it all."

He concluded: "I have always believed that those of us working in technology need to spend more time where it is actually being used. Sometimes, seeing things first-hand helps you spot small opportunities that could save colleagues hours of work or make their day a little easier. Really encouraging to see how we are already embracing AI and advanced technology. With so much more we can do to make life easier for our colleagues and deliver better for our customers.

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

Check out our 2026 shortlists and finalists here.

The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

The event will consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.

Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.