ICA Gruppen ramps up use of AI technology across retailer's projects, solutions, and ways of working

Oskar Jakobsson, Director Customer Solution at ICA Gruppen, a Swedish retailer franchise with a focus on food and health, has taken to social media to discuss how his company is increasingly integrating AI into its projects, solutions, and ways of working.

In a LinkedIn post, he said: “This not only makes us more effective but also provides us with valuable training and helps us build competence around AI. One exciting initiative is "Shop with AI" that aims to revolutionise the way our customers plan and shop.”

“We generate personalised menus and meal suggestions based on ICA's recipes, available assortment, customer data and preferences etc. Making it easier for customers to add these menus to their shopping lists. This makes the process of meal planning and grocery shopping more efficient and personalised.”

He added: “Being at the cutting-edge of AI technology is crucial for staying ahead in today's fast paced world. Our commitment to innovation ensures that we continue to provide the best possible experience for our customers. Although still in the early stages and not yet available for customers, we are actively evaluating, assessing and learning as we go.”

“This is a very interesting case with lots of potential spin-offs. We are basing this on our Google platform using Google Gemini, and we are thankful and happy for the excellent support and help from Anna Lisinsk and the team at Google. Together, we will leverage our combined expertise to enhance the shopping experience even further.”

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

Deadline for submissions is Friday, 5th December. It’s free to enter and you can do so across multiple categories.

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 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 Thursday, 29th January.