Ellerslie grocery shoppers will be the first in the world to trial artificial intelligence technology that will eliminate the need for checkouts. Auckland-based company IMAGR, aims to change the way people shop by using computer vision technology that recognises products as they are placed in the shopping trolley. Foodstuffs' Four Square Ellerslie will be the first fast-moving consumer goods store in the world to trial the Smartcart technology. IMAGR founder William Chomley said he used to spend his whole lunch break waiting in the queue at the supermarket when he worked in Sydney. Working with a team of 12, including artificial intelligence specialists from around the world, Chomley set out to improve the experience of customers.