Morrisons has partnered with Duvo.ai as it looks to identify opportunities to make greater use of AI across its existing systems.

Duvo was co-founded by Tomáš Čupr, who founded Rohlik Group, the European online grocer. It identifies and automates repetitive business tasks, freeing up team members to focus on decision-making, creativity, customer service and partner relationships.

The project will start by capturing how processes actually work across the UK grocery retailer's people, teams and systems. Duvo will then help it identify opportunities to simplify and redesign those processes, focusing where AI can create the most value, and highlighting a pathway for their swift adoption into everyday operations.

"Our business processes have evolved over decades and Duvo gives us a way to understand them in detail, and quickly," says Gordon MacPherson, Group Productivity Director at Morrisons, which recently brought in Dr Mohsen Ghasempour as Chief AI Officer.

"It means decisions about which repetitive everyday tasks to simplify, redesign and automate can be based on evidence rather than assumptions. That will give us a much clearer path from identifying AI opportunities to putting them into operation, freeing up our people to concentrate on high value work for the benefit of colleagues and customers."

"The future of AI in retail will be measured by operational outcomes: an invoice matched, a dispute resolved with the evidence attached, or the correct result written back to a core system," says Čupr.

"Getting there starts with understanding how the work actually happens today. Morrisons is doing exactly that. We believe AI should execute work inside the systems teams already use, with the right human oversight and controls, rather than becoming another layer of disconnected pilots. Together, we want to make outcome driven AI part of everyday retail operations at a retailer of this scale.

Duvo’s work in the UK is supported by STROS Partnerships, whose founder, Ross Eggleton, spent much of his career in retail operations, including as Executive Group Director for Logistics, Supply Chain and Technology at Morrisons.

He comments: "Plenty of technology has been sold into retail promising to optimise processes and teams, and most of it has not survived contact with a live operation. Duvo is different, because it learns the real process before it changes anything."

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.