Digital assistant in a point of sales

Abstract: This article investigates the deployment of a Voice User Interface (VUI)-powered digital assistant in a retail setting and assesses its impact on customer engagement and service efficiency. The study explores how digital assistants can enhance user interactions through advanced conversational capabilities with multilingual support. By integrating a digital assistant into a high-traffic retail environment, we evaluate its effectiveness in improving the quality of customer service and operational efficiency. Data collected during the experiment demonstrate varied impacts on customer interaction, revealing insights into the future optimizations of digital assistant technologies in customer-facing roles. This study contributes to the understanding of digital transformation strategies within the customer relations domain emphasizing the need for service flexibility and user-centric design in modern retail stores.