WHSmith pilots AI-powered shopping assistant
WHSmith is piloting a new AI-powered retail assistant at Melbourne Airport which is designed to help travellers make faster and more confident purchasing decisions.
Called IMo, the assistant is now live at the retailer’s InMotion stores in Terminal 1 Pier B Airside and Terminal 3 Mezzanine.
Subscribe to TRBAccessible via QR code, IMo allows customers to chat with an AI assistant on their phone while browsing in-store and receiving personalised product recommendations in real time.
WHSmith said the pilot will help the business analyse customer behaviour, understand how travellers interact with AI in a live retail environment, identify the questions they ask, and assess how digital tools can support faster decision making.
Carl Hargrave, Australia managing director at WHSmith, said: “IMo reflects our continued focus on innovation within travel retail and our commitment to enhancing the customer experience.
“In an airport environment, customers are often time-pressured and making quick, high-intent purchasing decisions, so there is a real opportunity to support them with clearer, more immediate guidance.
“As technology evolves, we see a clear opportunity to integrate digital solutions that complement our store teams and make shopping easier and more intuitive for travellers.”
Insights from the pilot will also help inform the future role of AI within WHSmith’s retail network.
