As Guaranteed Irish celebrates Food & Drink Month, we’re shining a spotlight on the innovations shaping the future of Ireland’s food sector.
In this exclusive thought leadership feature, we sit down with Allan Russell, Head of IT – AI & Process Automation at Musgrave Group, to explore how AI is reshaping the landscape of food retail. From intelligent customer engagement to supply chain optimisation and responsible AI governance, Musgrave is setting the pace for digital transformation in Irish retail.
AI-Driven Transformation in Food Retail
1. AI Integration at Musgrave: Musgrave has been at the forefront of AI adoption in retail. Could you share some key AI initiatives you've implemented and their impact on operations and customer experience?
Musgrave has indeed been at the forefront of AI adoption in the retail sector, with a broad and strategic portfolio of initiatives that span customer experience, operational efficiency, and internal capability building.
Key AI Initiatives and Their Impact:
Musgrave has deployed AI to enhance customer engagement through personalised marketing, localised promotions, and intelligent customer assistance. Tools like Simbe Tally (a stock-taking robot), marketing enablement (through the latest AI-generated marketing content), and consumer facing shopbots (to improve customer experience) are actively being trialled or used to improve in-store and digital experiences.
AI is being used improve our supply chain and to optimise inventory, reduce waste, and adapt store layouts and product offerings based on real-time insights. Solutions like Symphony Retail AI is helping us to do so and we are actively looking into opportunities to leverage generative AI to analyse both digital and physical interactions, enabling faster, more localised decision-making.
Musgrave has established a recurring governance structure to ensure ethical and secure AI deployment. This includes regular check-ins to align on usage, alignment EU AI standards, licensing, and strategic direction.
The Musgrave Data & AI Academy is a cornerstone initiative designed to upskill employees across all levels. It provides structured learning pathways and fosters a culture of innovation, ensuring that staff are equipped to harness AI tools effectively. We’re also looking to see how these tools can empower our staff by providing accessibility toolkits to help neurodiverse colleagues with clearer, more accessible communication tools.
This positions Musgrave as a pioneer in responsible Irish retail AI.
2. AI in Customer-Facing Applications: How is AI reshaping customer-facing applications at Musgrave, and what improvements have you seen in customer engagement and satisfaction?
AI is significantly reshaping customer-facing applications at Musgrave, driving measurable improvements in engagement, satisfaction, and operational agility. Drawing on insights from recent internal reports and strategic documents, here’s how:
Musgrave is leveraging AI to deliver highly localised and personalised promotions, tailored to customer behaviours and preferences. This includes dynamic product recommendations in our Supervalu Online and targeted advertising, which have improved both conversion rates and customer satisfaction.
AI-powered chat interfaces and virtual assistants are in the process of being integrated in our online platforms. Context-aware online shopping assistants greatly improves the customer experience. We’re also beginning to trial social commerce enabling customers to interact with our Brands in their preferred channels beyond our online shopping portals (e.g Whatsapp etc.). These tools not only streamline support but also enhance the overall shopping experience by providing instant accurate responses.
AI is being used to analyse customer sentiment from reviews, surveys, and even in-store behaviour. This allows Musgrave to respond proactively to customer needs, adjust store layouts, and refine service delivery in real time.
To meet evolving consumer expectations, AI supports on-demand delivery logistics and allows us to optimise delivery routes to ensure the products are delivered to our customer at the right time and place. This ensures maintaining our customer loyalty and satisfaction.
By leveraging easily accessible automation capabilities such as traditional RPA and AI agents, we are removing repetitive tasks which take up our time and enabling more human-centred work.
Innovation and On-Demand Delivery
3. Adapting to Consumer Trends: With the rise of on-demand delivery services, how is Musgrave leveraging technology to meet changing consumer expectations in the food and drink sector?
Musgrave is harnessing AI and automation to transform on-demand delivery by optimising logistics, predicting demand, and enhancing customer experience. AI-driven tools streamline delivery routes, ensuring timely and accurate fulfilment, while real-time sentiment analysis helps tailor services to evolving customer needs. Conversational commerce—via chatbots and social platforms like WhatsApp—is also being trialled to meet customers where they are. These innovations reduce friction, boost satisfaction, and free up teams to focus on high-value, human-centred service.
This approach reflects Musgrave’s broader strategy to blend operational efficiency with meaningful customer engagement
4. Future of Food Innovation: What emerging technologies do you believe will most significantly impact the future of food production and delivery in Ireland?
Robotics is one of the most exciting frontiers for us right now—its impact is being felt across the entire supply chain.
From our Adapto robotic picking systems in the Kilcock warehouse, to semi-automated driving assistance in our delivery fleet, and even Simbe Tally robots trialled in-store, we’re seeing real transformation in how we work.
The Simbe Tally robots are especially interesting —they resemble a friendlier, taller version of R2D2, complete with a smiley face and a cheerful whistle as they glide through aisles. Initially deployed in the back office for stockroom audits and shortage alerts, they’ve now moved front-of-house in our Swords and Rathborne stores.
Aligned with our planograms, these robots continuously scan shelves for stock levels and pricing accuracy, ensuring customers find what they need, when they need it. Looking ahead, they could assist with in-store navigation for elderly customers, light cleaning, or maintenance tasks.
Beyond the tech, the real value lies in freeing up our colleagues to focus on what matters most—delivering exceptional, human-centred customer experiences. It’s a brilliant example of how automation can enhance—not replace—the personal touch that keeps customers coming back.
Sustainability and Ethical AI
5. Ethical AI Deployment: As AI becomes more prevalent, how does Musgrave ensure that its AI systems are deployed ethically, with considerations for privacy, fairness, and transparency?
At Musgrave, we believe that true innovation thrives in a culture that’s both inclusive and accountable. Across our brands—from SuperValu and Centra to Daybreak, Ritter, Dialprix and more —our retailers are eager to deliver exceptional customer experiences. That ambition drives demand for cutting-edge technologies, and it’s our responsibility to meet that demand with clarity, purpose, and care.
We start by clearly articulating our vision: where we are, where we’re going, and how we’ll get there. This narrative isn’t just for leadership—it’s shared across the business to bring everyone on the journey. We foster a culture of psychological safety, where experimentation is encouraged and learning is continuous. Our AI Learning Pathways and Responsible AI Usage policy ensure that all colleagues are equipped to use these tools confidently and ethically. We recommend AI-powered toolkits to enhance productivity, and we maintain a clear view of our tech landscape to ensure transparency and control. As a multinational company operating in the EU and beyond, we ensure we are always aligned to the EU AI Act and are constantly reviewing and updating our processes as necessary.
Leadership and Organisational Culture
6. Overcoming AI Challenges: Implementing AI in a large organisation comes with its challenges. What have been some of the hurdles you've faced, and how have you overcome them to drive successful AI adoption?
Implementing AI at scale has brought its fair share of challenges—from navigating uncertainty to addressing concerns around trust and capability. One of the biggest hurdles has been building confidence across the organisation. To overcome this, we’ve focused on creating a culture of psychological safety, where colleagues feel empowered to experiment, ask questions, and learn from mistakes without fear.
Education has been key. Through the Musgrave AI Academy and our AI Learning Pathways, we’ve equipped teams with the knowledge and tools to use AI responsibly and effectively. We’ve also embedded governance frameworks and launched our Responsible AI Usage Policy to ensure safe, ethical adoption. It’s not about perfection—it’s about progress, transparency, and learning together.
7. Advice for Industry Peers: For other businesses in the food and drink sector looking to embark on their AI journey, what advice would you offer to ensure successful implementation and integration?
For businesses in the food and drink sector starting their AI journey, success hinges on four key pillars. First, begin with traditional process automation—target repetitive, low-value tasks to free up time and build early confidence in AI’s potential. Second, leverage AI for transformational work: use it to unlock insights, enhance decision-making, and reimagine customer experiences. Third, foster a culture of innovation and psychological safety. At Musgrave, we’ve found that when people feel safe to experiment and learn, adoption accelerates. Education is critical—our AI Learning Pathways and Responsible AI Usage policy help demystify AI and empower teams. Finally, align your efforts with the EU AI Act. Embedding governance from the outset ensures ethical, transparent, and compliant use of AI. You don’t need to be perfect—just committed to learning, adapting, and bringing your people with you. That’s how we’ve made AI real, responsible, and impactful across our business.
Food & Drink month in partnership with SuperValu & Centra.