Sydney – September 28, 2026 -- Metcash, Australia's leading wholesale distributor to independent grocery, hardware and liquor retailers, has expanded its partnership with Coveo (TSX: CVO) to embed AI-powered conversational search into its B2B customer communications platform, AskROSS.
Metcash adds generative AI to AskROSS to speed retailer self-service
The deployment replaces traditional keyword-based search with conversational search that interprets query intent, allowing independent retailers using the AskROSS portal to resolve routine issues without contacting support staff. Coveo will also surface the same guidance within the agent-facing experience, aiming to help Metcash support teams assist customers more efficiently.
Expansion builds on existing Coveo deployment across Metcash's Sorted marketplace
Metcash already runs Coveo technology on its online B2B marketplace, Sorted, and the AskROSS rollout extends that existing relationship into customer communications. Publicis Sapient, which has worked with Metcash for two years on retailer experience and content infrastructure, is supporting the expanded deployment.
Madeleine Fitzpatrick, general manager retail at Metcash, said the move lets retailers ask questions in natural language and receive faster answers, reducing time spent searching for information. Alexander Mahr, managing director of Coveo APAC, and Cassandra Kelsall, head of advisory at Publicis Sapient Australia, both framed the expansion as part of a broader push toward agentic commerce and AI-powered search in B2B wholesale operations.