Japanese Supermarket Chain Aeon Implements AI to Evaluate Employee Smiles

Aeon introduces “Mr Smile” AI system to evaluate and standardize employee smiles, enhancing customer satisfaction across 240 stores in Japan.

Key Points

• Aeon implements “Mr Smile” AI system to evaluate employee smiles.
• The AI system is developed by InstaVR and analyzes over 450 factors.
• Goal is to standardize smiles and enhance customer satisfaction.
• Successful trial in 8 stores with 3,400 employees before nationwide rollout.
• System encourages staff to improve their service attitude through game-like elements.

In a groundbreaking move, Aeon, a major Japanese supermarket chain, has implemented a new AI system designed to evaluate and standardize employee smiles. On July 1, Aeon announced the adoption of the “smile-rating AI system,” dubbed “Mr Smile,” across 240 stores in Japan, marking the first instance of such technology being employed by a company. Developed by the Japanese firm InstaVR, Mr Smile is claimed to accurately assess employees’ demeanor and rate their overall attitude based on over 450 factors, including their greeting, facial expressions, voice volume, and tone.

Aeon’s primary goal with this innovative system is to “standardize staff members’ smiles and satisfy customers to the maximum.” The AI evaluates each employee’s service attitude, aiming to ensure a consistent and pleasant experience for customers. Mr Smile also incorporates game-like elements to encourage staff to improve their scores and, consequently, their “service attitude” to the highest possible standard.

Before its recent rollout, Aeon ran a successful trial of the AI software in eight of its stores, involving approximately 3,400 employees. Over three months, the trial reported a significant improvement in service attitude, with a 1.6-fold increase in positive customer interactions. This success prompted Aeon to expand the use of Mr Smile to all its stores.

The constant evaluation of employees’ actions, down to their smiles, is likely to lead to some form of attitude adjustment. In a country known for the cultural importance of “saving face,” this technology may have a profound impact on the workplace environment. However, the concept of being constantly monitored by AI also raises questions and concerns about privacy and the potential stress on employees, reminiscent of themes from a “Black Mirror” episode.

Despite these concerns, Aeon’s adoption of Mr Smile represents a significant step in the integration of AI technology in the retail industry. By focusing on enhancing customer satisfaction through standardized service attitudes, Aeon aims to set a new benchmark for customer service in Japan.