Dive Brief:
- Guitar Center launched an in-store AI shopping assistant, dubbed Rig Advisor, on Monday.
- Customers scan a QR code in stores to access the mobile tool. Users can input an artist, song, tone or gear-related questions to receive real-time recommendations based on what's in stock at the store location. The tool is now live nationwide at all stores.
- The Rig Advisor tool was built with the in-store experience in mind, according to Guitar Center. The tool was introduced to help customers discover and compare gear while prioritizing stock availability
Dive Insight:
Guitar Center says it is the first music retailer to add an AI shopping assistant directly to its store floor.
“Rig Advisor is like having a professional gear consultant in the palm of your hand, delivering lightning-fast answers as you explore our music stores,” Guitar Center CEO Gabe Dalporto said in a statement. “It will turn our stores into tech-powered music hubs where creativity, curiosity, and inspiration lead the way.”
Among various requests, the AI tool can help build custom rigs and setups for recording, gigging and podcasting. The tool can provide gear and specific settings inspired by a customer’s favorite song or artist with intelligent pedal, amp and tone suggestions. Rig Advisor can also be prompted to compare gear side by side and is accessible in multiple languages.
Guitar Center is in the midst of its four-part turnaround strategy. The plan includes investing in premium products, experiential retail, the sales team and smooth interfaces between stores, web and mobile. The company in February also named Jerry Brandehoff its chief merchant.
Companies from Google to Walmart and Amazon are adding AI-powered shopping assistants in the name of customer experience. However, a recent YouGov survey found that over half of respondents don’t see the need for AI shopping assistants. Trust still remains a hurdle and is a top consumer concern, according to the survey.
