Sydney, Australia – Metcash has expanded its partnership with Coveo to add AI-powered conversational search to its B2B customer communications portal, according to Coveo.
The announcement, dated 22 September 2026, extends a relationship that already spans other parts of the Australian wholesale distributor, which serves the independent grocery, hardware and liquor sectors.
Coveo says its conversational search differs from traditional keyword-based search because it interprets the intent behind each query. As a result, customers can resolve everyday issues through self-service, the company says.
Coveo also plans to surface the same guidance within the agent experience. Support teams would then be able to assist customers more efficiently, according to the company.
Metcash’s own account of the move centres on AskROSS, its B2B customer communications platform.
“This announcement builds on our already successful partnership with Coveo. By bringing conversational search to our B2B customer communications platform, AskROSS, we’re transforming how we support retailers by providing them with a modern generative AI-powered digital experience,” said Madeleine Fitzpatrick, General Manager Retail at Metcash.
“Embedding generative AI directly into our customer communications platform makes it faster and easier for our retailers to find answers, self-serve routine needs and access support when they need it. This represents a significant step forward in delivering a more modern, intelligent and customer-centric experience. Retailers can now ask questions in natural language and receive fast, trusted answers that help them make better decisions. That means less time spent searching for information, more time focused on serving shoppers and a simpler, more intuitive experience overall,” added Fitzpatrick.
The expansion follows Metcash’s existing deployment of Coveo in other areas of the business. Those include Sorted, its online B2B marketplace.
Publicis Sapient, an enterprise AI platforms and services company, has also worked with Metcash for the past two years. It has helped define the future retailer experience, along with the content and service foundations behind it.
Coveo’s regional leadership framed the expansion as a continuation of that investment.
“Metcash has a deep commitment to the independent retailers it serves across Australia. We are a proud partner of Metcash on this mission,” said Alexander Mahr, Managing Director, Coveo APAC.
“Metcash’s continued investment in Coveo reflects a clear focus on equipping its retail network with trusted, generative AI-powered experiences that help teams find information faster, make better decisions and ultimately deliver better service to customers. We’re proud to support one of Australia’s leading wholesalers as it continues to innovate with AI,” Mar continued.
Publicis Sapient, meanwhile, pointed to the broader potential of AI in business-to-business settings.
“Our work with Metcash has always been grounded in a simple ambition: make it easier for independent Australian retailers to run and grow their businesses. This next phase with Coveo brings AI into the everyday moments that matter for retailers, helping them find answers faster and get the right support when they need it. There’s real potential for AI in B2B, from agentic commerce to AI-powered search, because it turns complex information and systems into practical value,” said Cassandra Kelsall, Head of Advisory at Publicis Sapient Australia.
