The concept of customized ad targeting has already become commonplace on the internet, but Fujitsu is taking the idea to the physical realm by implementing AI and cameras in a Japanese supermarket.
Fujitsu is conducting an experiment in a physical supermarket in Japan, where AI technology combined with camera surveillance is employed. This AI system analyzes customers’ “in-store behavior” to generate personalized promotional content that can be exhibited on digital signage.
The AI system is designed to discern not only a customer’s reactions but also their hand gestures and overall body language through in-store cameras. This enables the system to identify products that might pique the customer’s interest. The generated AI then crafts promotional text for a selected product, which is presented through a digital avatar on a nearby sign.
Fujitsu asserts that this technology empowers the AI module to provide tailored and engaging information to customers based on their behaviors, such as interacting with shop displays or picking up products. By doing so, it aims to offer the best customer service and product appeal on an individual basis.
While this innovation might point to the future of in-store advertising, Fujitsu acknowledges that some individuals might find the system unsettling. The technology’s ability to monitor customers’ actions and build behavior profiles for the purpose of serving ads could raise privacy concerns.
Nonetheless, Fujitsu contends that the technology holds clear advantages for retailers. It can address labor shortages and automate promotional activities, potentially boosting sales. Importantly, all data processed by the system is handled in a manner that safeguards customer privacy.
The system is currently undergoing testing at the Aruk Mitajiri store in Hofu city. Fujitsu initiated the trial on a Thursday, and it is scheduled to continue until October 15. Following the field trials, Fujitsu plans to officially launch the AI system to customers in the fiscal year 2023, which concludes in March of next year.
