Morrisons has partnered with supply chain simulation specialist Kallikor in a move to bolster the supermarket’s logistical responsiveness and operational resilience amid rising market volatility and consumer demand for value.
The Bradford-based grocer, one of the UK’s largest supermarket chains, is deploying Kallikor’s AI-driven Adaption platform to build a digital twin of its end-to-end supply chain.
The platform, which claims to simulate complex scenarios in real time, is designed to enable Morrisons to test and validate operational decisions before implementation — from warehouse logistics to national distribution flows.
Ross Eggleton, group director of logistics, supply chain & technology at Morrisons, said the partnership would help the company “make better decisions faster” using AI and digital twin technology.
“By using AI to bring the real and synthetic worlds together, we can design and evaluate changes across our entire supply chain,” he added
“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.”
The collaboration forms part of Morrisons’ broader transformation strategy, aimed at sharpening its competitive edge through greater operational agility and cost efficiency.
The grocer, which has faced pressure from both discount rivals and inflationary headwinds, is looking to technology to streamline operations without compromising service or pricing.
Kallikor’s platform claims to offer what the company calls a “living digital model” — a continuously updated mirror of a business’s supply chain that allows teams to experiment with ‘what-if’ scenarios, test trade-offs, and align strategic intent with on-the-ground execution.
The system promises to move organisations away from static planning models toward evidence-based decision-making.
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Jonathan Barrett, chief executive of Kallikor, described the initiative the start of a “fundamental shift” in supply chain strategy.
“Firms that can redesign their networks dynamically and make rapid, data-led decisions will define the next era of supply chain competitiveness,” he said.
The rollout is expected to scale over time, with Morrisons integrating the technology into its daily operations — enabling it to proactively respond to market shifts and supply chain disruptions as they arise.
The move reflects a growing trend among UK and global retailers turning to advanced simulation and AI tools to modernise logistics and offset margin pressure.
In the US, Walmart has adopted a similar approach, working with technology partners to build digital twin capabilities and simulate end-to-end supply chain scenarios — from fulfilment to last-mile delivery.
The retailer has used this to enhance inventory decisions, respond to disruptions, and maintain competitive delivery speeds at scale.
