Morrisons adopts AI digital twin to boost supply chain resilience

Morrisons is enhancing its supply chain responsiveness and resilience through a partnership with supply chain simulation technology company Kallikor.

The collaboration aligns with Morrisons' operational optimisation aims, which focus on improving efficiency, customer service, and competitive pricing within its network. It involves deploying the Kallikor Adaption platform, an AI-powered system intended to simulate complex operational scenarios and facilitate confident and effective adoption of new technologies across the supply chain.

Through the newly launched partnership, Morrisons is creating a comprehensive digital twin of its supply chain using the Kallikor solution. This interactive model mirrors the scale and complexity of the retailer's national operations and enables teams to conduct supply chain testing and optimisation in a virtual environment. The goal is to experiment with operational changes, test strategic decisions, and evaluate trade-offs quickly and precisely, with an eye towards increasing efficiency, resilience, and customer responsiveness.

Digital simulation

Kallikor's Adaption platform has been adopted by Morrisons as a tool to enable the business to test different ways of working before introducing changes into its real-world operations. The digital twin enables the company to model the effects of adjustments to warehouse operations, as well as network-wide flows, allowing for the anticipation and planning of various scenarios.

Following the implementation of the platform, Morrisons will be able to operate its supply chain with a dynamic digital model that becomes central to its daily decision-making. The arrangement intends to facilitate continuous optimisation and proactive adaptation to changing market demands, according to both companies.

Morrisons states that this approach will enable sustained growth and operational improvement through faster and better-informed decisions across its supply chain network.

Leadership perspectives

Ross Eggleton, Group Director: Logistics, Supply Chain & Technology at Morrisons, said: "Partnering with Kallikor will help us make better decisions faster. 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."

Kallikor's position is that simulation-led supply chain management will become an increasingly important strategic tool for major retailers faced with continually shifting market conditions.

Jonathan Barrett, Kallikor CEO, said: "We're witnessing a fundamental shift in supply chain strategy. Organisations that can redesign their networks dynamically, test multiple scenarios, and make evidence-backed decisions at speed will define tomorrow's competitive landscape. 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."

Supply chain adaption

The partnership between Morrisons and Kallikor is expected to deepen over time as the use of the digital twin becomes standard practice within the supermarket's daily operations. With the dynamic model embedded across functions, it is anticipated that Morrisons' teams will be equipped to identify efficiency improvements, manage disruptions proactively, and deliver customer service outcomes more closely aligned with the company's strategic objectives.

Morrisons currently serves over 10 million customers weekly through its portfolio of 500 supermarkets and 1,700 Morrisons Daily stores. The company also covers more than 99% of UK postcodes with its online delivery service and is a food producer with its own farms and production facilities, which positions supply chain management as a critical operational asset.

Kallikor provides supply chain simulation solutions that enable firms to transition from static planning to more responsive, evidence-based network design. Its Adaption platform is promoted as a tool to help model complexity, trial new ideas, and implement operational improvements with reduced costs and greater assurance.