Case Study: Carrefour Pioneers Use of Generative AI in Retail


Carrefour, one of the world’s largest food retailers, has ventured into leveraging OpenAI’s GPT-4 technology to provide innovative, AI-powered solutions in its operations. These solutions range from an AI-powered shopping assistant chatbot named Hopla, to enriching product description sheets and streamlining internal purchasing processes. This case study delves into how Carrefour uses this transformative technology, its approach, implementation, results, and the challenges encountered.

Key Observations

  1. Carrefour is pioneering the use of generative AI in retail, enhancing customer engagement and the shopping experience.
  2. The company has developed an AI chatbot that provides customized shopping recommendations based on customers’ budgets, dietary preferences, and meal ideas.
  3. Utilizing generative AI, Carrefour has enriched product information for over 2,000 products, with plans for further expansion.
  4. AI has been integrated into Carrefour’s procurement processes, improving efficiency in tasks such as drafting tenders and analyzing quotes.
  5. In partnership with Bain & Company and Microsoft, Carrefour has leveraged OpenAI’s GPT-4 technology, ensuring data security, reliability, and GDPR compliance.

Deep Dive: Generative AI at Carrefour


Carrefour’s approach to integrating artificial intelligence (AI) involved deploying OpenAI’s GPT-4 technology in both customer-facing and internal applications. For customer interaction, they created an AI chatbot, Hopla, designed to improve the online shopping experience. It could answer customers’ questions, recommend products based on personal criteria, and even suggest recipes.

In internal operations, AI was used to streamline procurement processes, aiding in drafting tender invitations and analyzing quotes. To actualize this, Carrefour collaborated with Bain & Company and Microsoft, leveraging their expertise and resources, and utilizing Microsoft’s OpenAI Azure service for reliable operation and data security compliance.


Hopla, a chatbot integrated into the website, offers a natural language AI interface to assist customers with their daily shopping. The bot suggests products based on the customer’s budget, food constraints, or menu ideas. It also offers anti-waste solutions and suggests associated recipes and baskets.

Generative AI has also been used to enrich Carrefour’s product sheets. With over 2000 products now online, customers have access to more detailed and informative descriptions.

Carrefour’s non-retail purchasing division started using generative AI for internal processes, such as drafting invitations to tender and analysing quotes, resulting in increased efficiency and accuracy.


The results of Carrefour’s AI implementation have been profoundly impactful. The Hopla chatbot has significantly enhanced the online shopping experience, personalizing customer interactions and making the process more convenient and user-friendly. It’s innovative in providing solutions like anti-waste advice and suggestions based on customers’ specific dietary preferences. Moreover, the AI-driven enhancement of product information for over 2,000 SKUs, with plans for future extension, has greatly enriched product descriptions and consumer knowledge.

On the internal operations side, the utilization of AI in procurement processes has streamlined workflows, making tasks like drafting tenders and analyzing quotes more efficient. Notably, Carrefour’s generative AI initiatives have drawn significant attention, putting the company at the forefront of AI application in the retail sector. The company’s positive outcome serves as a model for the effective integration of AI technologies in retail, redefining the shopping experience while improving internal efficiencies.

Challenges and Barriers

  1. Adapting and scaling AI technology: Requires significant resource investments and brings technical challenges, while ensuring the system’s recommendations are accurate and valuable.
  2. Data privacy concerns: Upholding strict data privacy standards and adhering to GDPR regulations are necessary due to the vast amounts of consumer data utilized by AI.
  3. Collaborative and customer challenges: Effective coordination with multiple partners and gaining customer acceptance for AI-driven shopping experience are significant aspects to manage.

Future Outlook

Carrefour’s current success with the integration of GPT-4 AI opens the door for future innovations and applications of AI. As the technology continues to advance, there are potential applications in all areas of retail, from inventory management to personalized marketing, further enhancing customer experience and operational efficiency.


Carrefour’s pioneering use of generative AI is a testament to the transformative potential of artificial intelligence in the retail sector. Through innovative application and integration of this technology, Carrefour has redefined the customer experience and improved its operational efficiency, positioning itself at the forefront of AI-integrated retailing. By harnessing the power of AI, Carrefour continues to invent the retail of tomorrow.

Carrefour integrates OpenAI technologies and launches a generative AI-powered shopping experience
Bain helps Carrefour bring OpenAI’s ChatGPT to its shoppers
How Carrefour is getting started with ChatGPT
Carrefour France Introduces AI-Powered Online Shopping Chatbot

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