What every company can learn from AI at Picnic

When you think of AI innovations in the Netherlands, Picnic Technologies is a name that immediately stands out. This app-only online supermarket has not only transformed the grocery market, but also showed how to use technology strategically to optimize operational and customer-oriented processes. During an exclusive visit to Picnic, organized by AI.nl, Jelmer Borst and his team shared valuable insights into how AI plays a crucial role in the company's success.

Getting started with AI: experimentation is key

Jelmer Borst, AI leader at Picnic, emphasized that it is more important that you start with AI than you start with. “It doesn't matter which use case you choose, as long as you experiment,” he explained. Picnic's approach shows that experimenting with small projects helps to understand both the possibilities and limitations of AI. This is a valuable lesson for any company that wants to get started with AI: choose a viable first step and build on it.

The 3 most important lessons from Picnic:

1. Start small: Start with a single use case and scale gradually.
2. Stay flexible: Make sure you don't become dependent on one AI provider.
3. Be bold: Constantly ask the question: “What if we use AI for this?”

AI in action: from logistics to content creation

Although Picnic is known for its user-friendly consumer app, the AI team's main focus is on the operation. In the largely robotic distribution center in Utrecht, AI developers are working on systems to organize logistics in a smarter way. This leads to impressive results such as:

• Optimized supply: Being able to predict which items are needed two weeks in advance to minimize waste.
• Content creation at scale: Generate product descriptions for 30,000 items in just 30 minutes. This allows copywriters to focus on strategic tasks, such as planning Christmas campaigns.
• Digital twin testing: Innovations are first tested in a digital copy of the operation, so that risks are minimized.

Data as a foundation

Jelmer emphasized that high-quality data is the core of Picnic's success: “Without qualitative data, it's super difficult to build AI models that add value to all possible parts of a business.” Picnic uses this data not only to optimize the supply chain, but also to create personalized shopping experiences for more than 2.5 million customers.

AI for efficiency and human connection

Picnic combines automation with a people-centered approach. While AI and robotics provide a large part of operational efficiency, customer contact through their carefully selected delivery teams remains an important priority.

‍

Want to learn more about Picnic? Then watch the entire episode of our AI at Work series on DPG Media's BusinessWise:

What your company can learn from Picnic

Picnic's approach offers valuable lessons for any company that wants to embrace AI:

• Don't be afraid to experiment: Starting small gives you the space to learn and make mistakes without major risks.
• Ensure flexibility: Choose technologies that are scalable and enable multiple applications.
• Use AI strategically: Whether it's about operational optimization, customer focus or new business models, keep thinking critically about how AI can help your business move forward.

With an “AI first” strategy, Picnic shows how technology not only improves processes, but also plays a fundamental role in the transformation of an industry. Picnic's success is proof that companies that invest in AI now are not only becoming more efficient, but can also gain an advantage in their market.

Do you have an idea where AI.nl can organize a next visit to see AI in action? Let us know!

‍