Navigating Natural Friday Edition
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MAY 30, 2025









AI joins me in the grocery aisles—and transforms the way I shop

From olive oil to oat milk, a chatbot helped me make smarter, more sustainable choices. It made me laugh, too.

Douglas Brown Douglas Brown, Senior Retail Reporter

I'm never quite sure which eggs to buy. Is one kind of plant-based milk more sustainable than another? I'm grilling this weekend—any vegan meat brands worth trying.


Questions like these haunt my grocery store visits. In the past I have occasionally Googled things—and stood in the aisle, often in people's way, scrolling through websites. Once or twice, I even used a brand QR code to learn more about the product. Not a satisfying experience.


For a recent swing through Natural Grocers in Boulder, Colorado, however, I brought along a virtual assistant, one of the AI chatbot mobile apps. I wondered if it could improve my grocery store navigation.


Without reservation, the answer is yes. Without hyperbole, the answer is "OMG, absolutely yes. "


The bot so bolstered and even enriched my experience that I'm dividing my day of AI-assisted shopping into two columns. This one will explore how the technology helped me with buying food and household goods. Next week's will examine the complex world of supplements.


The technology transforms the grocery shopping experience. I know retailers today are exploring ways to incorporate this kind of AI technology into their stores and apps. But for those of us marching down the aisles, there's no need to wait. The technology's awesome power already dwells in millions of pockets and purses.


Continued below


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Shopping with a bot, continued...

I spent more than 90 minutes in the store, taking photos of shelves and asking questions. The bot could read pretty much everything that was visible, including prices. I asked about broad topics such as sustainability, flavor and texture. I interrogated shelf zones fraught with tricky questions about olive oil, coffee, plant-based dairy and meats, toilet paper, bulk versus packaged purchasing, honey and far more.


I walked away with more understanding about the items packed onto Natural Grocers' shelves than I'd ever imagined. The bot crafted more than 15,000 words in response to my questions. With every query, it concluded its comprehensive summaries with offers to create recipes, dinner party ideas and more. If I was asking about which products to choose on a shelf, based on criteria such as flavor and sustainability, it ranked them, with details about its reasoning.


One thing I kept in mind, and you should too: chatbots famously hallucinate. They get things wrong. I'm crazy for identifying native plants by their Latin names, for example, and every once in a while I find that the bot's analysis of the photo I sent it of, say, Potentilla recta (sulphur cinquefoil), was wrong. It's worth pushing it with the bot. Most of them project extreme confidence in their pronouncements. But when you catch them in an error, my experience is they always slap their digital foreheads and say, "D'oh."


"Consider olive oil. Prices swing widely. News stories have exposed how some pricey brands fill their bottles with cheap oil, rather than the elite stuff they advertise on labels. Flavors of olive oils can vary quite a bit. Given Natural Grocers' impressive inventory of olive oils, which one should I choose?.


Read on for the thrilling reveal

 
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