M.Video-Eldorado Group, a leading Russian company in the field of e-commerce and retail trade in electronics and household appliances (Moscow Exchange: MVID), as part of the celebration of its 32nd anniversary, opened a new store in Moscow in the Botanica Mall shopping center, which launched an innovative customer service format. A virtual consultant MV began working in the store – the project was implemented jointly with Sber Metaverse Tech, SberMarketing and the Instinct agency. As part of the event, an agreement on cooperation and interaction was also signed between M.Video-Eldorado and SberMarketing on joint M.Video store in the technological developments in the field of digital avatars and other technologies in the field of AI.
The virtual ambassador Em.Vi in the
M.Video store in the Botanica shopping center instantly understands the needs of visitors and provides advice on the range of household appliances and electronics. The digital consultant was developed using AI technologies, including training LLM models, voice control, speech recognition and real-time lip syncing technologies, and it also has a simple and intuitive interface. The Sber Metaverse Tech and SberMarketing teams were responsible for the development, and the Instinct agency was responsible for designing the creative and product concept. Em.Vi helps to choose equipment, provides information on product characteristics, suggests current promotions and discounts in M.Video, and can also place an order or call a store employee for additional advice.
This is the first public launch of a fully
visualized digital consultant that responds to user queries in real time, ensuring the relevance of answers. This is achieved through integration with the M.Video search engine, as well as a specially developed query analysis system and a knowledge base using RAG (Retrieval-Augmented Generation) technology.
The Large Language Model (LLM) is tuned to match the personality and character bible created by the Instinct team, ensuring that M.V. communicates the brand’s signature style and tone in every response.
Marketing Director of M.Video-Eldorado Group Vasily Bolshakov:
“Digital technologies are becoming an integral part of retail. As the Chief Technology Expert, we implement the most advanced solutions for the convenience of our customers. For the company’s 32nd anniversary, we not only launched a new store in the Botanica shopping center, where a new concept is special lead presented, but also created a unique solution for non-food retail – the M.V. digital consultant, which helps customers quickly receive information about products, compare M.Video store in thecharacteristics and make purchases. It complements the work of our consultants, increasing the speed of service and improving the customer experience.”
Head of Hott, the department of innovative
products and services at Instinct agency Natalia Ametova: “We know that people choose equipment by studying reviews on the tips for choosing a good antivirus website or asking a consultant in the store, or their friends. These three ways can be combined, creating a completely new customer experience in choosing equipment. That’s when we came up with the world’s first AI consultant – Em.Vi.”
M.V. also has emotional intelligence, which makes her interactions with customers natural and pleasant. She answers questions within seconds, and her interface allows customers to browse products, get recommendations, and quickly click on QR codes to complete a purchase. This format significantly speeds up the process of choosing equipment.
Head of Sber Metaverse Tech Maxim Kozlov:
“Our cooperation with M.Video-Eldorado australia cell numbers allowed us to combine advanced technologies into an interactive digital consultant – M.V., which instantly analyzes product data and provides emotional user engagement. This is the future of retail, where artificial intelligence is becoming an integral part of customer service, creating deep engagement and emotional connection with users.”