Morrisons is creating an interactive, “living digital model” of its end-to-end supply chain to test changes and experiment with tweaks to its operations.
The supermarket has partnered with supply chain simulation technology provider Kallikor on the project, so it can “experiment, test and optimise decisions with unprecedented speed and precision, from warehouse operations to network-wide flows”.
A ‘digital twin’ of Morrisons’ supply chain will be created, and AI applied to uncover potential improvements.
“More than a model, it becomes the environment where supply chain reality and strategic intent meet, aligning decisions, testing trade-offs, and unlocking gains in efficiency, resilience, and customer responsiveness,” Kallikor said.
Kallikor launched last summer, a spin-out from Metaverse pioneer Improbable Worlds. It applies AI and simulation technology initially developed for large-scale virtual gaming and military strategy to supply chains.
The company – led by CEO Jonathan Barrett – refers to its tech as “the flight simulator for the supply chain industry”. Kallikor in May appointed Chris Brett as its chief technology & product officer. Brett had previously worked as head of robotics at Ocado, where he was instrumental in developing Ocado’s patented swarm robotics storage and retrieval system.
“Partnering with Kallikor will help us make better decisions faster,” said Ross Eggleton, group director: logistics, supply chain & technology at Morrisons.
“By using AI to bring the real and synthetic worlds together, we can design and evaluate changes across our entire supply chain. That means we can move quickly, solve the right problems, and ensure that every supply chain decision supports the bigger picture, delivering greater value and availability for customers while improving our efficiency and resilience,” Eggleton added.
As the partnership develops, Morrisons says the simulation will be used within its day-to-day operations, “enabling continuous optimisation and proactive adaptation to market shifts”.
“We’re witnessing a fundamental shift in supply chain strategy,” Barrett said.
“Organisations that can redesign their networks dynamically, test multiple scenarios, and make evidence-backed decisions at speed will define tomorrow’s competitive landscape,” he added. “This partnership positions Morrisons to turn market volatility into a competitive advantage through faster delivery, optimised cost structures, and complete alignment between operational execution and strategic vision.”
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