Imagine calling customer service only to be greeted by a chatbot that starts rambling about its angry mother. Sounds like a sci-fi plot gone wrong, right? Well, that’s exactly what happened to some Woolworths customers, forcing the retail giant to rein in its AI-powered virtual assistant, Olive. But here’s where it gets controversial: while Woolworths aimed to create a “market-leading conversational shopping companion” with Olive, users were met with bizarre banter and incorrect product information. Is this the future of customer service, or a cautionary tale about the limits of AI? Let’s dive in.
Earlier this year, Woolworths announced plans to upgrade Olive, leveraging AI and a partnership with Google to enhance its capabilities. The goal? To launch a more sophisticated chatbot by the second half of the financial year. However, recent testing revealed that Olive’s current version often contradicts the Woolworths website on product prices. For instance, while Olive quoted a 400-gram can of La Gina peeled tomatoes at $1.40, the website listed it for $1.70. Similarly, an 800-gram can of Annalisa diced tomatoes was priced at $2.20 by Olive, compared to $2.70 online. Only the price of Woolworths’ own 400-gram diced tomatoes was accurate at $1.30. And this is the part most people miss: Olive’s disclaimer states, “Olive is powered by AI and may make mistakes. Always check the product label.” But should customers have to double-check AI-provided information in the first place?
The controversy doesn’t stop at pricing. Social media users have shared bizarre interactions with Olive, sparking debates about the role of AI in customer service. One Reddit user recounted how Olive asked for their date of birth and then started talking about its ‘mother’ being born the same year. Another user on X shared a similar story, where Olive claimed to be a real person and reminisced about its mother’s ‘angry voice.’ These interactions left customers baffled, with one exclaiming, “I’m already pissed that I have to call, and now I’ve got some robot babbling to me on the phone? Wtf Woolies?”
Woolworths has since confirmed that Olive’s quirky personality, including references to its ‘mother’ and ‘uncle,’ were intentionally programmed years ago to make the bot more relatable. However, following customer feedback, these scripts have been removed. A spokesperson explained, “Our digital assistant Olive has been around since 2018, and customer feedback has generally been positive, with many appreciating its personality. However, we’re always evolving Olive to provide the best experience.”
This incident comes at a time when financial markets are deeply divided over AI’s impact on jobs and industries. Just this week, fears of AI-driven job losses sent shockwaves through markets, as companies increasingly adopt the technology to cut costs. But here’s the burning question: Is AI like Olive a step forward in customer service, or a step too far into the uncanny valley of human-machine interaction?
What do you think? Should chatbots like Olive focus solely on functionality, or is there value in giving them a personality—even if it risks coming across as odd or inappropriate? Let us know in the comments below. And while you’re at it, sign up for our Business Briefing newsletter to stay ahead of the curve on stories like this one. The future of AI in retail is here, and it’s more complex than we ever imagined.
