Woolworths, Australia’s leading supermarket chain, is scaling back its AI-driven customer service assistant, Olive, after customers reported bizarre interactions. Olive, designed to provide support for tracking orders and locating products, has recently displayed behaviors that some users found perplexing and unprofessional.
Multiple shoppers took to social media platforms to share their experiences with Olive. One Reddit user described a conversation where the AI assistant, after asking for their date of birth, began to discuss its mother’s birth year in a somewhat rambling manner. Another user noted that Olive attempted humor with “fake banter,” made faux typing sounds while supposedly searching for information, and talked about its family members. Comments reflected a mix of frustration and humor, with one user expressing a strong dislike for Olive’s antics.
In response to the feedback, a spokesperson for Woolworths clarified that the incongruous responses about birthdays were scripted by a human team member years ago with the intention of adding a personal touch to customer interactions. They acknowledged that due to recent user feedback, this specific scripting would be removed.
Olive has been part of the Woolworths customer service suite since 2018, and the company noted that overall feedback about the AI has been positive, with customers appreciating its personality. In January, Woolworths had collaborated with tech giant Google to enhance Olive’s capabilities, including new features like meal planning.
As AI technology becomes increasingly prevalent in customer service settings, experts caution that these systems can occasionally produce unexpected or irrelevant responses—a phenomenon often referred to as “hallucination.” Despite the hiccups, Woolworths remains committed to improving the user experience with Olive, showcasing the supermarket’s adaptability in the evolving landscape of digital customer service.