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In recent years, the application of AI technology has garnered widespread attention. Japanese retail giant AEON has taken a groundbreaking step by introducing the “Smile-kun” AI device in 240 of its stores. This device primarily evaluates employees’ smiles and service tones. The experimental results showed a significant increase of about 1.6 times in the frequency of smiles and greetings compared to before the implementation, prompting AEON to plan a nationwide rollout of this technology.
According to Japanese media reports, interactions between AEON supermarket staff and customers had decreased due to the COVID-19 pandemic. Consequently, the company deemed it necessary to retrain and motivate employees to display more positive smiles and friendly greetings. To achieve this, they developed “Smile-kun,” aiming to improve service standards in an engaging manner.
Starting in 2023, AEON conducted trials in several stores, establishing standards for smiles and speech, such as the curvature of the mouth, voice volume, and tone. Additionally, Smile-kun conducts a 30-second training session for employees before each shift. After three months of trials, the frequency of smiles and greetings significantly increased, leading AEON to plan the expansion of this system to all its stores nationwide in 2024, especially in locations with many new employees.
From July, AEON will fully implement the Smile-kun evaluation system in about 240 stores where it has already been tested, covering all employees, including part-time and temporary workers. In the future, the company plans to introduce an incentive system to encourage positive performance and extend this system to all stores starting from the next fiscal year.
Besides employee applications, AEON has installed several AI cameras within its supermarkets to monitor customer behavior. For instance, if a customer lingers too long in a particular product area, the AI will alert staff to check if the customer needs assistance. At the checkout, AI cameras analyze customer profiles and, if they detect someone who appears to be underage attempting to purchase alcohol, staff will proactively request ID verification.
AEON emphasizes that these cameras do not use facial recognition technology and do not collect personal data of individual customers, thus protecting customer privacy.
Community and Customer Reactions
The introduction of Smile-kun and AI monitoring systems has generated mixed reactions among the community and customers. Many appreciate the initiative as a means to enhance customer service and overall shopping experience. A customer remarked, “It’s great to see employees more engaged and friendly. It makes shopping here a pleasant experience.”
However, some express concerns over privacy and the potential stress on employees. An employee shared, “While it encourages us to be more cheerful, constantly being evaluated by AI can be stressful.”
Future Implications
AEON’s innovative approach with Smile-kun could set a precedent for other retail chains globally. As AI technology continues to evolve, its application in enhancing customer service and operational efficiency could become more prevalent, balancing the benefits of technological advancements with privacy and employee well-being considerations.