AI and ChatGPT tears open grocery shopping funnel, blurring line between discovery, decision, and purchase

The rise of AI technologies and in particular ChatGPT means that traditional SEO is no longer enough in the grocery retail space. So says Vineta Bajaj, Group CFO at Rohlik Group.

In a LinkedIn post, she said: “What’s a good dairy free option for coffee? You’d never type that into Google, but you would ask ChatGPT. That simple shift in behaviour marks a seismic change in how people discover and buy food online.”

Referring to an article by The Grocer, to which she contributed, looking at how AI, Bajaj noted that AI, especially ChatGPT, is tearing open the grocery shopping funnel, blurring the line between discovery, decision, and purchase.

She added: “In the article, I share thoughts about why traditional SEO isn’t enough anymore, and how brands need to start thinking in terms of conversational engine optimisation (CEO) instead. At Rohlik Group, we are on a mission to automate everything we see (both internal and external focused). It's amazing what a tech mindset can do to productivity as well as the bottom line.”

RTIH AI in Retail Awards

We’re hugely pleased to announce the addition of Vineta to the RTIH AI in Retail Awards judging panel.

This January marked two years since she joined Rohlik Group. Her appointment followed a ten-year stint at Ocado Group.

During her tenure, she helped to transition the Ocado business from a pureplay retailer to a technology business licensing grocery technology and fulfilment globally. She also raised significant capital, led strategic M&A and supported the company’s international expansion.

Vineta has major strategic and commercial experience in retail, tech and warehouse automation environments within large public companies.

She also features in the RTIH Top 100 Retail Technology Influencers List.

Don’t delay, enter today!

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Wednesday, 3rd September.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 18th July: Award entry deadline 

Tuesday, 22nd July: 2025 finalists revealed

Wednesday, 23rd July - Friday, 8th August: Judging days

Wednesday, 3rd September: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.