Lets customers converse with in-cart assistants for personalized product recommendations and achieving up to 18% click rate
Improves the shopping experience with inventory search agent with Vertex AI search—allowing customers to search using local context such as ‘Orh Nee’ for Yum Paste
Reduces ad creation time by 10x while eliminating cost by up to 100x with Google Cloud
FairPrice Group is transforming the way people shop for their daily essentials with agentic AI. With Google AI and Gemini, customers can shop smarter and save more.
FairPrice Group is transforming the way people shop for their daily essentials with agentic AI. With Google AI and Gemini, customers can shop smarter and save more.
Making every day a little better for customers
Having started as a co-operative in the early 1970s, FairPrice Group was established in 2019 through the merging of four entities (NTUC FairPrice, Kopitiam, NTUC Foodfare, and NTUC Link). Today, the group serves more than one million customers across Singapore every day, with the purpose of making every day a little better for each of them.
With over 570 touchpoints, FairPrice Group offers an integrated range of products and services, including groceries, ready-to-cook and ready-to-eat options, on-premise dining, convenience and wellness shopping, and a personalized rewards program.
For years, FairPrice Group has served the community by keeping daily essentials within reach through its businesses. It has evolved beyond brick and mortar stores to include ecommerce, keeping pace with evolving consumer needs. Today, customers can access the entire FairPrice Group ecosystem—from supermarkets to food courts and more—through the FairPrice Group app.
Taking the shopping experience one step further, FairPrice Group transformed its operations and customer interactions by introducing the ‘Store of Tomorrow’ program, which personalizes the shopping experience using agentic AI solutions. It turned to Google Cloud to launch a suite of agentic AI assistants at one of its newly opened outlets, helping customers shop smarter and save more. To make this possible, the Group used the Google Cloud Agent Development Kit (Google ADK) and open standards such as the Model Context Protocol.
“We want to show the consumer what a great shopping experience is like when we put technology, vision, and belief together,” says Dennis Seah, chief digital and technology officer at FairPrice Group.
We want to show the consumer what a great shopping experience is like when we put technology, vision, and belief together.
Dennis Seah
Chief Digital and Technology Officer, FairPrice Group
Unlocking AI-agents for shopping help with Gemini
The last few years of global disruption have shown that the only certainty in retail is how quickly consumer needs, tastes, and preferences evolve. Through our Store of Tomorrow program with Google Cloud and its partner ecosystem, we’re applying interoperable, best-in-class gen AI and data analytics capabilities to reimagine shopper engagement across physical and digital formats and make things easier on the experience and wallet for our customers.
Vipul Chawla
Group Chief Executive Officer, FairPrice Group
The ‘Store of Tomorrow’ program launched in Q3, 2025, when FairPrice Group opened the doors to its first AI-powered supermarket. One of the outlet’s cornerstone features are its cloud-connected shopping carts. Shoppers can interact and converse with an in-cart assistant, using an integrated tablet to receive personalized product recommendations. The conversational agent is driven by Chirp 2, the most advanced speech recognition model of Google Cloud, and the multimodal Gemini API.
To further elevate the shopping experience at its outlets, customers can get suggestions for complementary food products they intend to purchase based on food recipes and pairings that have been drawn from trusted sources. Using a knowledge agent built on Gemini API, Vertex AI RAG Engine, and the Grounding with Google Search API, customers can get this information simply by scanning on the product’s barcode.
With Vertex AI Search, the product catalog and inventory search agent will then retrieve and summarize product information for customers. When customers ask about a specific dish, such as yam paste for example, the assistant provides recipes that can be made with it, and the full list of ingredients required. It even specifies which products are available in store.
Empowering employees with AI assistants
Beyond improving the shopping experience, FairPrice Group needed to better equip employees with the necessary tools and transform the way they work, collaborate, and serve customers.
To transform the workplace with AI, FairPrice Group uses Gemini Enterprise, that’s integrated with employees' Google Workspace accounts. With Gemini Enterprise, employees can find and synthesize information faster. Gemini Enterprise’s agent gallery allows employees to access Google-built agents like Deep Research and Idea Generation, FairPrice Group-built agents, and the no-code Agent Designer where they can create their own agents that allow them to automate complex tasks. This will enable FairPrice Group to accelerate the development and deployment of custom agents that streamline workflows in human resources, customer service, customer sentiment analysis, store operations, marketing, and more.
One example is how FairPrice Group uses a custom creative agent, built specifically for the company, to automate thematic ad creation. Using Imagen 4 and Veo 3 models on Vertex AI, and the Gemini API to turn promotional details into ad copy, employees can create ads quickly and seamlessly to coincide with ongoing promotions in stores.
The new AI-powered tools [by Google Cloud], from the smart shopping assistant to the personalized wellness assistant, are designed to make a shopper’s journey more seamless and intuitive. These innovations don’t just ‘wow’ our shoppers, they also empower our employees to work more efficiently, so as to uphold our promise of providing affordable daily essentials for all.
Vipul Chawla
Group Chief Executive Officer, FairPrice Group
For example, the weekly “Price Drop, Buy Now” promotions need to be updated regularly, and with Google AI, the time to create these ads can be reduced by 10x, with the cost savings of up to 100x.
Another example is using AI Agents to help customers make precise and informed decisions in their wine purchases through its own digital wine sommelier. All customers need to do is tap their phones on a wine product’s near-field communication (NFC). Using the multi-agent architecture, they can find the perfect wine pairing based on their preferences, such as type, price, and occasion, and even run side-by-side comparisons.
Meanwhile, at the Unity pharmacy in the FairPrice Finest outlet in the area marked as Singapore’s digital district, consumers can engage with a wellness assistant, designed to promote healthier living. Using a Tanita body composition analyzer, a data agent calls the Tanita API and the Gemini API to analyze a user's body composition and their personal health goals. It then provides tailored lifestyle advice, meal plans, and recipes, and an interactive shopping list of products available at the outlet to help individuals turn its guidance into action. This assistant’s workflow is driven by the core conversational and search agents.
A knowledge agent built using the Gemini API, Vertex AI RAG Engine, and the Grounding with Google Search API provides accurate, safe, and up-to-date health and nutrition information from trusted sources.
Beyond supporting the brand’s marketing and sales initiatives, Gemini Enterprise can also be used to build custom agents that streamline internal workflows in human resources, customer service, customer sentiment analysis, security, and compliance.
FairPrice Group’s purpose is to make every day a little better by keeping daily essentials within reach for those it serves.
Industry: Retail
Location: Singapore
Products: Chirp 2, Gemini API, Google ADK, Gemini Enterprise, Model Context Protocol, Vertex AI RAG Engine, Vertex AI Search, Vision AI
