Bern, Switzerland – The Loeb department store in Bern is introducing a new kind of shopping assistant: Emilia, a life-sized AI avatar designed to enhance the customer experience. Located in the clothing department, Emilia is equipped to answer questions about products, provide location information within the store, and even offer fashion advice. The initiative, powered by ChatGPT technology, represents a growing trend of retailers exploring artificial intelligence to complement—not replace—human staff.
Emilia’s arrival isn’t about automation eliminating jobs, according to Loeb officials. Instead, the goal is to provide an additional layer of support for shoppers, particularly during peak hours or when staff are assisting other customers. The avatar accesses a database of the store’s inventory and general information, allowing it to respond to a wide range of inquiries. This integration of AI into the retail environment reflects a broader shift towards leveraging technology to improve customer service and streamline operations, a trend gaining traction across Europe.
“The technology supports the team,” Emilia herself responded when asked about the potential for robots to replace human employees, as reported by 20 Minuten. “The technique should improve the experience, not displace people.” This sentiment is echoed by staff members like Jasmine, a 25-year-old sales associate at Loeb, who believes the human touch remains essential. “A robot can’t replace us, it can’t serve people,” she said. “It will never be able to replicate the personal connection we provide, especially in fashion where direct communication is so important.”
A New Kind of Shopping Companion
The introduction of Emilia has sparked mixed reactions from customers. Joël and Robin, two 15-year-old shoppers, indicated they would utilize the avatar when human assistance isn’t immediately available. “If all the human workers were busy, I would go to this hologram,” Joël explained. However, both teens emphasized a preference for interacting with a human salesperson when possible. The novelty of the technology and its potential convenience are appealing, but the value of personalized service remains a strong draw for many shoppers.
Loeb’s Chief Digital Officer, Martin Stucki, explained that the inspiration for Emilia came from a trade show in New York. “Emilia is both a technical gadget and an element of entertainment,” he told 20 Minuten. “Many people are surprised by how intelligent and helpful the responses are.” Beyond product information, Emilia can also answer general questions about local attractions in Bern, and even provide updates on the performance of local sports teams like YB (Young Boys) and SCB (SC Bern).
Beyond Sales: Enhancing the In-Store Experience
The implementation of Emilia isn’t solely focused on driving sales. Loeb envisions the AI avatar as a tool to create a more engaging and informative shopping environment. By answering general questions about Bern, such as local attractions or the status of sporting events, the store aims to position itself as a destination beyond just retail. This strategy aligns with a growing trend of retailers seeking to offer experiential shopping, blending commerce with entertainment and local engagement.
Stucki emphasized that a complete overhaul of the sales floor with robotic automation isn’t planned. Instead, the company is exploring other applications for robotics in supporting roles, such as cleaning. “We notice potential for robotics in areas that support our staff, allowing them to focus on providing personalized service,” he said. The core philosophy remains centered on maintaining the human element of the shopping experience, recognizing that personal interaction is a key differentiator between brick-and-mortar stores and online retailers.
The introduction of Emilia at Loeb in Bern is a microcosm of a larger conversation about the role of artificial intelligence in the future of retail. Even as concerns about job displacement remain, the initial approach at Loeb focuses on augmentation, not replacement. The success of this pilot program will likely influence how other retailers in Switzerland and beyond approach the integration of AI into their customer service strategies. Loeb plans to monitor customer feedback and usage data closely in the coming months to assess the impact of Emilia and refine its implementation.
Looking ahead, Loeb will be evaluating the potential for expanding Emilia’s capabilities, including integrating more sophisticated AI features and potentially deploying additional avatars in other departments. The company has not yet announced a timeline for these potential expansions, but Stucki indicated that the initial response has been encouraging. The next update on the program’s progress is expected in late summer, following a comprehensive review of the initial trial period.
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