Bangkok, 2 December 2024 — Central Food Retail Company Limited under Central Retail, the operator of leading retail brands such as Tops, Tops Food Hall, Tops daily, Tops Online, and Matsukiyo, continues to reinforce its position as the pioneer of retail innovation in Thailand. Taking retail experiences to new heights, the company has joined forces with Central Retail Digital and Google Cloud to launch the groundbreaking ‘Tops Chef Bot’, an innovative shopping assistant powered by Generative AI to create a more customized and convenient shopping experience.

This intelligent shopping assistant, the first of its kind in Thai supermarkets, integrates Google Cloud’s state-of-the-art Generative AI technology with Central Food Retail’s Personal Shopper service. It provides customers with a seamless, effortless shopping experience, transforming everyday meal planning into a streamlined and enjoyable process. With Tops Chef Bot, Central Food Retail aims to set a new standard in the retail industry and solidify its position as a ‘Truly World-Class Omni-Channel Lifestyle Food Retailer.’

The service will debut as a pilot program at Tops Food Hall, Central Chidlom. Customers interested in exploring this cutting-edge service can connect with Tops Chef Bot through the LINE application https://lin.ee/bej1ivH, starting today.

Mr. Stephane Coum, Chief Executive Officer of the Food Group at Central Retail, remarked: “Since the successful launch of the Personal Shopper service in 2021, which enhanced the convenience and lifestyle of our customers, Tops has continued to innovate and develop cutting-edge retail solutions. We prioritize the integration of digital technology and AI to refine our operations and elevate the customer experience, adapting swiftly to the dynamic trends and demands of the digital era.

“This year, we are revolutionizing Thailand’s retail landscape once again through a strategic collaboration between Central Retail Digital and Google Cloud, a global technology leader. Together, we are proud to unveil ‘Tops Chef Bot’, Thailand’s first intelligent shopping assistant powered by Google Cloud’s enterprise-grade Generative AI capabilities, which is available on the LINE application.”

“Tops Chef Bot offers unparalleled convenience and a more advanced, seamless shopping experience for our customers, reinforcing our vision of being a ‘Truly World-Class Omni-Channel Lifestyle Food Retailer.’ With this initiative, we aim to set new benchmarks for the Thai retail industry, paving the way for a more innovative future.”

Mr. David Llamas, Group Chief Digital Officer, Central Retail Corporation, shared: “The mission of Central Retail Digital is to drive the organization’s complete transformation in the digital era. This includes integrating BigQuery and Vertex AI, Google Cloud’s industry-leading platforms for data analytics and AI development, with our business processes to create a next-generation omni-channel platform, offering the most seamless and comprehensive experience for consumers in line with Central Retail’s CRC OMNI-Intelligence vision.

“In this endeavor, we have collaborated with Central Food Retail Group, starting with Tops Supermarket, to reimagine and enhance the Personal Shopper service. Leveraging Google Cloud’s cutting-edge Gemini 1.5 Flash model and Vertex AI Search capabilities, as well as the expertise of their engineering and AI experts, we have introduced Tops Chef Bot, a groundbreaking intelligent shopping assistant.

“This innovative AI assistant simplifies and personalizes experiences tailored to customers’ individual needs and preferences, making grocery shopping at Tops stores more intuitive and effortless. We at Central Retail Digital firmly believe that the launch of Tops Chef Bot will serve as inspiration for designing even more groundbreaking innovations and mark a significant milestone in advancing Thailand’s retail industry.”

Mr. Annop Siritikul, Country Director, Thailand, Google Cloud, explains: "Central Retail has taken full advantage of our Vertex AI and BigQuery platforms to connect powerful AI models like Gemini 1.5 Flash to its diverse data sources, including inventory, product catalogs, curated recipes, and customer insights – all while upholding stringent security and privacy standards. This platform-first approach has allowed them to develop and launch Tops Chef Bot, a Generative AI agent underpinned by a Google-quality search engine. Tops Chef Bot’s ability to provide personalized meal preparation and grocery shopping assistance is a compelling example of how Generative AI can revolutionize product discovery and truly elevate the retail customer experience.

“Tops also supports Thai small and medium enterprises, such as farmers, by helping them get their products onto the shelves at supermarkets. An AI innovation like Tops Chef Bot will help these products become more discoverable by individuals in the grassroots, thereby boosting these farmers’ earnings. We look forward to our continued collaboration with Central Retail to bring more enterprise-grade data- and AI-driven innovations to shoppers in Thailand.”

Tops Chef Bot, powered by Generative AI, has been developed based on insights from Tops customers, the majority of whom reside in urban areas and lead fast-paced lifestyles. These customers often lack the time to visit physical stores or prepare meals themselves. Tops Chef Bot addresses these needs by providing real-time assistance, mimicking the experience of walking the aisles in person, through four key features:

1. Shopping Companion: Tops Chef Bot acts as a trusted shopping partner, recommending standout products, such as imported goods, new arrivals, and exclusive items tailored to the customer’s lifestyle. It also includes personalized features such as creating shopping baskets based on purchase history and providing a summary of selected items.
2. Culinary Assistant: Making meal preparation easier than ever, the Tops Chef Bot calculates the exact quantity of ingredients required for each dish based on the number of servings. It also accommodates individual needs, such as dietary restrictions, religious requirements, and food allergies.
3. Savings Guru: Never miss a deal with Tops Chef Bot, which compiles discounts, loyalty point promotions, and seasonal offers. This ensures customers can shop smart and save more.
4. Human Connection: For those who prefer interacting with a real person, Tops Chef Bot seamlessly integrates with the Personal Shopper service, enabling customers to connect directly with staff for additional assistance.

Tops Chef Bot not only delivers an exceptional shopping experience for customers but also incorporates an advanced online inventory management system. This system optimizes operational efficiency by reducing the need for manual stock checks and conserving resources. Additionally, it drives sales growth through a cross-selling strategy, which focuses on recommending complementary products or services that add value to items customers have previously purchased. The introduction of Tops Chef Bot represents a significant step forward in fostering sustainable business growth, fully aligned with the Central Food Retail Group’s roadmap for long-term development and innovation.

Tops Chef Bot is now live and ready to serve online shoppers, starting with its first integration at Tops Food Hall, Central Chidlom. This marks the first step in a phased rollout, with plans to expand its services to all Tops branches nationwide in the near future. Shoppers can now enjoy the convenience of this intelligent shopping assistant by simply adding Tops Thailand as a ‘friend’ on the LINE application.

For more information, visit www.tops.co.th, follow the TopsThailand Facebook page, or connect via the LINE application at @TopsThailand.