Are smart carts just expensive retail technology experiments chasing optics instead of outcomes?

Instacart has been winning plaudits from various industry observers for its AI powered Caper Carts, with several retailers including Morrisons (in a UK first) opting to tap the smart trolleys.

“We’re constantly looking for ways to bring innovation to the weekly shop to enhance the experience for our customers, and the cutting-edge technology of Caper Carts brings the best of digital and physical retail together in-store,” Gordon Macpherson, Productivity Director of Morrisons said last year.

“We’re excited about bringing the first fully integrated AI powered trolleys in the UK to a first store soon, and look forward to testing customer response and building understanding of how the technology works within the Morrisons store estate.”

But not everyone is impressed. In a LinkedIn post, Sylvain Perrier, Group Leader at Vertus Group, discusses a recent vist to a local retailer. "I asked about the Caper Carts. The associate didn’t hesitate: "It was a solution looking for a problem… we had them removed due to lack of use and inaccuracies with lightweight products." That stopped me. Because on paper, Caper Carts check every box - AI, computer vision, frictionless checkout, retail innovation. Exactly the kind of thing that gets headlines, demos well to executives, and signals, we’re transforming.”

He added: "And yet… customers didn’t use them. Not because shoppers don’t want convenience. But because the experience didn’t actually solve a meaningful problem better than existing behaviour."

Retail, Perrier argues, keeps falling into the trap of over-engineering edge cases, underestimating habit and simplicity, and confusing technical capability with customer value"

He concluded: "The harsh reality? If a 30-second interaction isn’t obviously better, customers revert instantly. No training required. No friction tolerated. So now I’m wondering…How many “innovations” in retail today are just expensive experiments chasing optics instead of outcomes? And more importantly - who inside these organisations is accountable for killing them early?"

Instacart did not reply to our request for comment.

2026 RTIH Innovation Awards

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

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.