Samsung said its tech is helping create more connected, personalized shopping experiences while addressing labor shortages

Scarlett Evans, Assistant Editor, IoT World Today

January 19, 2024

2 Min Read
Samsung's virtual assistant tech

Samsung showcased a series of technology updates at NRF 2024, taking place in New York this week, leveraging AI, data and analytics to digitize retail operations and offer customers more connected and personalized experiences. 

Samsung’s smart signage displays, created in a new pilot program with Chevron were among the technology on display.

Set for deployment at Chevron’s ExtraMile convenience stores in San Diego, Millbrae and Vancouver, the signs display products and promotions to customers. Businesses can remotely monitor and control the displays, depending on foot traffic and customer response.

Sam the Sommelier Virtual Assistant

NRF visitors also had the chance to meet Sam the Sommelier, Chevron’s virtual assistant that offers wine recommendations to customers based on their food purchases.

Sam is part of Samsung’s Digital Humans series, virtual assistants that use generative and conversational AI to take on some of the in-store tasks as retailers face ongoing labor shortages.

These virtual assistants can be deployed through Samsung tablets, kiosks or interactive displays to speak with customers and complete transactions via voice and live chat.


“AI offers a two-fold solution for retailers and restaurant businesses,” said David Phelps, Samsung’s head of the display division. “Digital Humans and Conversational AI can fill in labor gaps, alleviating employees to prioritize their responsibilities in operations and service excellence,

Related:Fuji Debuts Autonomous Mobile Robot at NRF 2024

“As AI-powered interactions become more prevalent, businesses will need best-in-class self-service and display interactive technology to meet consumer expectations and stand out in a new age of retailing.”

Samsung also showcased its AI-enabled, voice-controlled menu boards to automate drive-thru ordering. 

Created alongside SoundHound AI, these boards combine Samsung’s digital signage software and SoundHound’s speech recognition technology.

“Modern restaurant operators are under a lot of pressure when it comes to driving demand, processing orders and delivering a drive-thru experience that meets the ever-rising expectations of consumers,” said Mike Lauricella, SoundHound AI’s head of channel partnerships. “In that context, this technology is a real game-changer, 

“It can be deployed across channels and uses advanced voice AI to drive consistent, efficient ordering that delights customers and keeps them coming back for more.”

The boards have already been deployed at 100 White Castle restaurant locations to streamline the drive-thru ordering process.


About the Author(s)

Scarlett Evans

Assistant Editor, IoT World Today

Scarlett Evans is the assistant editor for IoT World Today, with a particular focus on robotics and smart city technologies. Scarlett has previous experience in minerals and resources with Mine Australia, Mine Technology and Power Technology. She joined Informa in April 2022.

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