Retail powerhouse Wesfarmers (ASX:WES) and tech titan Microsoft (NASDAQ:MSFT) have inked a multi-year strategic partnership designed to turbocharge the integration of artificial intelligence across some of Australia's most iconic brands.
The deal marks a significant shift in the digital landscape for Bunnings, Kmart Group, Blackwoods, and Priceline, as the Western Australian-based conglomerate seeks to "co-innovate" on a suite of next-generation digital initiatives.
The collaboration aims to fundamentally reshape the retail journey, moving beyond basic automation to deeply embed AI into the customer experience.
Wesfarmers is currently developing sophisticated tools to streamline the path from search to purchase, offering shoppers hyper-relevant recommendations and more intuitive product discovery.
Beyond the aisles, the partnership focuses on elevating customer service through the deployment of advanced AI assistants capable of delivering faster, personalised support.
Wesfarmers Managing Director Rob Scott highlighted that the group is already reaping the rewards of this technological leap, specifically citing the widespread adoption of Microsoft Copilot among staff.
"This agreement continues our collaboration with Microsoft including, critically, expanding innovative cloud services in priority areas," Scott stated, noting that the move is essential for boosting internal productivity while simultaneously refining the consumer experience.