How GenAI is helping K Group's grocery business?

The challenge

Pekka Tola, VP, Grocery Trade Marketing, K Group, and Pirja Heiskanen, Head of Data and AI, Tietoevry Tech Services, share their tips on how to leverage GenAI for business value.

The solution

In K Group's grocery business, the volumes to be handled in marketing on a daily basis are huge: 50,000 products, 1,800 suppliers, 400 weekly marketing tasks.

About a year ago, K Group undertook a major change in the way we work in marketing. The main goal was to simplify the way we work and at the same time create more effective marketing. Digitalization was of course at the core and Tietoevry was one of the partners in this transformation journey.

Managing a large number of tactical campaigns is crucial to our business, but it can also be time-consuming and a bit boring. GenAI saves our team valuable time and allows them to focus on more meaningful work.

In the long term, GenAI has the potential to significantly improve the overall customer experience and enable personalized services. In the food industry, we are starting to use GenAI to create and improve social media content. It helps us create engaging content quickly and, most importantly, content that resonates with our audience. Another example is how our sales and buying teams are using GenAI to improve and enrich product data, which offers potential for process optimization in the future.

About the customer

K Group is known for its grocery, building and technical trade, as well as car trade. The Finnish retail giant is investing heavily in technological forerunnership, with digital capabilities at the heart of its business. In this work, Kesko is accelerated by Tietoevry.