Puma’s In-Store AI Assistant Offers Multilingual Product Guidance
Edited by Mursal Rahman — April 7, 2026 — Tech
This article was written with the assistance of AI.
References: about.puma & retaildive
AI retail concierge systems introduce a new layer of in-store support by combining conversational AI with physical retail environments. Developed by Puma in partnership with Google Cloud and LiveX.AI, the multilingual assistant is embedded in a digital display that detects a customer’s language and delivers tailored product guidance, fit insights and stock information. By working alongside store associates, the system enhances personalization while streamlining the discovery process for shoppers.
This approach helps retailers improve customer engagement and reduce friction in decision-making, potentially increasing conversion rates. It also allows staff to focus on higher-value interactions by leveraging insights gathered through the AI system. As brick-and-mortar stores compete with e-commerce convenience, integrating intelligent tools like this can elevate the in-store experience and differentiate brands. Scalable across locations, such systems may become a key driver of modern retail strategy
Image Credit: Puma
This approach helps retailers improve customer engagement and reduce friction in decision-making, potentially increasing conversion rates. It also allows staff to focus on higher-value interactions by leveraging insights gathered through the AI system. As brick-and-mortar stores compete with e-commerce convenience, integrating intelligent tools like this can elevate the in-store experience and differentiate brands. Scalable across locations, such systems may become a key driver of modern retail strategy
Image Credit: Puma
In-store AI assistants: usage and adoption
Informs decisions on investing in in-store AI concierge features, staffing/support mix, and which customer tasks to prioritize in near-term rollouts.
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When was the last time you asked for help in a store (staff or kiosk)?
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Next time you shop in-store, would you use an AI assistant on a screen?
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Which task would you be more likely to use an in-store AI assistant for?
Trend Themes
1. Multilingual Conversational Displays - In-store screens that detect a shopper’s language and provide localized, contextual product guidance enable seamless cross-border customer engagement and lower language barriers to purchase.
2. AI-augmented Sales Associates - Systems that surface fit insights and inventory data to staff shift employee roles toward consultative service while increasing throughput of routine queries.
3. Location-scaled Personalization - Deployable AI concierge networks across multiple stores create consistent, data-driven personalization at scale, linking local stock and regional preferences to individual interactions.
Industry Implications
1. Apparel Retail - Clothing brands can leverage in-store AI to bridge online convenience with tactile shopping, potentially redefining how customers discover size, style and availability.
2. Shopping Mall Management - Property operators offering integrated concierge displays could transform tenant discovery and foot-traffic analytics, influencing leasing value propositions.
3. Retail Technology Providers - Vendors building multilingual conversational platforms stand to reshape vendor-client relationships by bundling hardware, cloud services and analytics into recurring revenue streams.
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