ExtraMile pilots digital humans to enhance customer engagement

Three of Chevron’s ExtraMile c-stores and service stations will deploy Samsung’s smart retail solutions for in-store digital interaction.

A Chevron ExtraMile station in San Diego, California, will pilot digital humans to increase customer engagement at the convenience store.

The project is part of a larger program between Chevron Stations Inc. and Samsung Electronics America to deploy smart solutions to enhance the customer experience at three locations in California and Washington. The initiative also includes the implementation of smart signage displays, content management, and foot traffic analytics.

Developed by Samsung’s AI research lab, “Sam the Sommelier” is a hyper-realistic generative AI-powered virtual being. Sam is able to interact with customers via voice or live chat through an app and provide recommendations for wine pairings with their food purchases.

“Stores today need to deliver interactive experiences to engage with the digital-savvy shopper. However, it’s difficult to meet current expectations for dynamic content with traditional signs and banners. This approach combines digital signage and real consumer data to reach customers at the right time with the right message,” said Sara Grofcsik, Executive Director of U.S. Commercial Sales at Samsung Electronics America.

Customers can learn about each wine’s tasting notes, take a quiz to find their ideal bottle and get immediate assistance to complete their transaction – all through a natural conversation with this virtual being.