Asda has entered one of the UK retail sector’s largest cloud and AI partnerships, selecting Microsoft Azure as its primary cloud platform to drive a “cloud-first” strategy. Confirmed on 22 September, the deal will underpin Asda’s digital transformation, enhancing operational efficiency and delivering more personalised customer experiences.
The supermarket will adopt Microsoft tools including Fabric, Databricks and Copilot Studio to improve data-driven decision-making and productivity. Employees will also benefit from Microsoft’s Digital Skills Initiative, gaining training to adapt to a more AI-enabled workplace.
Matt Kelleher, Asda’s Chief Digital Officer, said the partnership will simplify operations while adding customer value. Microsoft UK & Ireland CEO Darren Hardman described it as “modernising Asda’s operations at scale, empowering colleagues and enriching customer interactions.”
The agreement builds on a 2022 collaboration and includes a joint investment fund to roll out new technologies across Asda’s operations. Earlier this year, the retailer introduced Microsoft Surface Copilot+ devices to boost efficiency and collaboration.
Asda’s move reflects a broader retail trend towards AI adoption. Sainsbury’s signed a five-year deal with Microsoft in 2024 to improve shopping personalisation, while Currys has partnered with Microsoft and Accenture to modernise its tech estate using generative AI.
Microsoft’s Digital & AI Skills Hub, which has already trained 1.5 million people across the UK, will support Asda’s workforce in building AI competencies.
By embedding cloud and AI technologies, Asda aims to become a more agile, efficient and customer-focused business—reinforcing both its competitiveness and the UK’s position as a leader in responsible, AI-driven retail innovation.
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Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
10
Notes:
The narrative was published on 22 September 2025, indicating high freshness. The earliest known publication date of substantially similar content is the same date, with no earlier versions found. The report appears original, with no evidence of recycled news or republished content across low-quality sites. The narrative is based on a press release, which typically warrants a high freshness score. No discrepancies in figures, dates, or quotes were identified. No similar content has appeared more than 7 days earlier. The article includes updated data and does not recycle older material. Therefore, the freshness score is 10.
Quotes check
Score:
10
Notes:
The direct quotes from Asda's Chief Digital Officer Matt Kelleher and Microsoft UK and Ireland CEO Darren Hardman are unique to this report. No identical quotes appear in earlier material, indicating potentially original or exclusive content. No variations in quote wording were found. Therefore, the quotes score is 10.
Source reliability
Score:
7
Notes:
The narrative originates from Grocery Gazette, a UK-based publication focusing on the grocery and retail sector. While it is a specialised outlet, it is not as widely recognised as major news organisations like the Financial Times, Reuters, or the BBC. The report cites a press release from Asda and Microsoft, which adds credibility. However, the reliance on a single source and the niche nature of the publication warrant a moderate reliability score. Therefore, the source reliability score is 7.
Plausability check
Score:
9
Notes:
The claims about Asda's partnership with Microsoft to establish Microsoft Azure as its primary cloud platform and the use of tools like Fabric, Databricks, and Copilot Studio are plausible and align with Asda's previous digital transformation initiatives. For instance, in July 2025, Asda began deploying Microsoft Surface Copilot+ devices to boost employee efficiency and foster collaboration. ([microsoft.com](https://www.microsoft.com/en/customers/story/23818-asda-surface?utm_source=openai)) The narrative also mentions a joint investment fund to integrate new technologies across Asda’s operations, which is consistent with Asda's ongoing efforts to modernise its operations. The language and tone are consistent with corporate communications, and there are no excessive or off-topic details. Therefore, the plausibility score is 9.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is fresh, original, and plausible, with direct quotes unique to this report and no significant credibility risks identified. The source, while specialised, cites credible press releases from Asda and Microsoft, and the claims made are consistent with Asda's known digital transformation efforts. Therefore, the overall assessment is a PASS with high confidence.
