Boosted ecommerce service uptime from 97% to 99% with Google Cloud
Reduced incident response times to 15 minutes through Google Cloud
Secures 90-second agent reservations while hosting fast applications on Cloud Run
Eliminated traditional manual friction using BigQuery ML
Deploys 24/7 internal agents utilizing Gemini Flash on Gemini Enterprise Agent Platform (formerly Vertex AI)
New Aim builds an AI-native operational substrate on Google Cloud, re-plumbing backend infrastructure for agentic commerce.
New Aim builds an AI-native operational substrate on Google Cloud, re-plumbing backend infrastructure for agentic commerce.
Re-plumbing retail infrastructure for a seamless, agent-assisted commerce era
Global retail is undergoing a profound structural evolution. With the rise of conversational interfaces and the Universal Commerce Protocol (UCP), the digital channels that route discovery, inventory, and payment are being re-plumbed around the assumption that the human eyeball is optional. In this emerging agentic era, being agent-readable is the new being search-indexable. As a leading private ecommerce technology company, operating a unique business-to-many (B2M) model that has delivered products to over 60% of Australian households, New Aim recognized this paradigm shift early.
Online storefronts must transition from merely rendering HTML for human browsers to exposing absolute, structured data for autonomous machine brains that plan tasks and execute transactions on a user’s behalf. A lean internal IT team previously struggled with systemic complexity, siloed spreadsheets, and inconsistent supplier feeds that demanded exhaustive manual rewriting by category experts. New Aim chose to migrate its entire ecosystem to a single cohesive environment on Google Cloud and the fundamental backend re-architecture allowed the enterprise to eliminate data friction, strengthen its cybersecurity posture, and democratize access to world-class generative AI tools without overcomplicating systems or overwhelming its engineering resources.
Google Cloud provides the scalable AI and data ecosystem we need to make deep operational complexity completely readable, predictable, and actionable. In combining our physical supply chain execution with Google’s advanced intelligence layer, we are not just adapting to the future of retail, we are actively co-architecting a more sustainable, agent-assisted commerce network for the entire region.
Carrie Ruan Hu
Chief Information Officer, New Aim
Activating deep institutional intelligence with
an AI-native operating substrate
To successfully transition from a high-scale retailer to an ecosystem infrastructure provider, New Aim built a proprietary, AI-native operating layer known as AimCore. Processing transactions across more than 40 distinct sales channels, New Aim centralizes its transaction and logistics data across its 120,000 sq m fulfillment footprint into a hybrid data lake built on Cloud Storage. The enterprise utilizes BigQuery as its core data warehouse, leveraging its cost-per-volume pricing structure to run flexible, ad hoc queries on customer behavior and internal product telemetry without incurring prohibitive computing costs.
The data team uses BigQuery ML to run granular demand and pricing models directly inside the data environment, avoiding the traditional friction of moving massive datasets out of their operational context. This architecture fuels Autostock, an API-first demand planning system that offers horizontal departmental visibility. Autostock processes years of historical seasonality data against real-time variables, including warehouse capacity measured in cubic meters (CBM) and live pick-rates.
In addition, New Aim leverages the Gemini Enterprise Agent Platform (formerly Vertex AI), Gemini Flash models (Gemini 3.1 Flash-Lite, Gemini 3 Flash, and Gemini 2.5 Flash) to deploy 24/7 internal operational agents. Processing billions of tokens weekly across team desktops and production web interfaces, these agents allow planners to query complex metrics like Days of Stock in plain English. This intelligent layer automates massive SKU calculations while retaining a strict human-in-the-loop validation process for qualitative market adjustments. Applications and transaction endpoints are deployed through Cloud Run, using the global network from Google to eliminate latency for offshore operations.
Google Cloud completely eliminates the traditional friction of moving massive datasets out of their operational context. Leveraging native capabilities like BigQuery, ML, and Gemini Flash allows us to run highly granular models across hundreds of thousands of products at machine speed. Partnering with Google keeps us at the absolute forefront of innovation, ensuring we have the exact cloud infrastructure needed to solve the industry’s hardest transactional challenges.
Nader Chmait
Head of Data and Analytics, New Aim
Productizing operational truth to capture
the high-margin SaaS market
Deploying this intelligent operational layer on Google Cloud delivered immediate efficiency dividends, lifting service uptime from 97% to 99% and crashing infrastructure incident response times from hours to just 15 minutes. Technology targets are mapped directly to P&L results. Automated agents handle complex SKU performance analysis impossible to process manually, transforming product managers into active AI builders who focus on high-leverage strategic growth.
This deep data readiness allows New Aim to satisfy the uncompromising constraints of external consumer AI agents, keeping exact variants reservable within a strict 90-second window. It also ensures real-time accuracy for complex logistical calculations, such as calculating exact landed freight costs to remote postcodes like Kangaroo Island or fast delivery windows to Hobart, ensuring seamless final transaction conversions.
Capitalizing on this unparalleled operational depth, New Aim is commercializing its core technology substrate under the AirOxy brand, empowering the broader retail ecosystem to simplify complexities and thrive in the agentic era. This turns New Aim’s supply chain muscle into a cloud-delivered SaaS model for other brands, channels, and marketplaces. The architecture functions as a cooperative, three-sided flywheel where the intelligence layer, demand layer, and physical fulfillment layer compound each other’s value.
And, ultimately, by digitizing its deep supply chain muscle on Google Cloud, New Aim has turned Australia’s challenging geography of long shipping lanes and dispersed populations into a global structural advantage for the agentic decade.
New Aim is Australia’s largest private ecommerce technology company, delivering products to over 70% of Australian households. Its proprietary technology, AimCore, optimizes supply chain logistics, multi-channel integration, and predictive demand planning for thousands of businesses across a 120,000 sq m warehouse footprint.
Industry: Retail and Consumer Goods
Location: Australia
Products: BigQuery, BigQuery ML, Gemini Enterprise Agent Platform (formerly Vertex AI), Gemini 2.5 Flash, Gemini 3 Flash, Gemini 3.1 Flash-Lite, Cloud Storage, Cloud Run
