The retailer will be the first major company in the country to adopt OpenAI’s GPT-5 technology at scale.
Coles has accelerated its artificial intelligence (AI) transformation through a new collaboration with OpenAI, becoming the first major Australian retailer to deploy ChatGPT Enterprise across its operations. This partnership aims to improve efficiency, creativity, and customer experience through the responsible use of advanced AI tools.
Deployment of ChatGPT Enterprise, powered by OpenAI’s GPT-5 model, has begun across Coles’ internal workforce. The company plans full implementation by February 2026, supported by a customized training program designed to build AI capabilities and integrate the tool into daily work processes.
Internally, ChatGPT helps Kohl’s teams by streamlining research, automating administrative tasks, extracting insights from data, supporting compliance, and accelerating ideation. Beyond enterprise applications, Kohl’s and OpenAI are exploring how new AI capabilities can transform customer experiences, from personalized shopping assistance to smoother checkout.
“Customer experience and operational efficiency are driving the exponential growth of AI and will shape the future of retail in Australia,” said Carolyn O’Brien, general manager of data & AI at Coles. “Collaborating with OpenAI will change the way teams work.”
Coles has been using AI to optimize scheduling, inventory and product selection for more than a decade and now operates automated AI-powered distribution and fulfillment centers.
All initiatives follow Coles’ Responsible AI Framework, with a focus on ethical, transparent and safe deployment of technology to support employees and customers.
