NRF 2024 Presentation Parrish Chapman, Samsung Electronics America Kevin Morrow, Samsung Research America

2. Conversational
digital humans:
The future of
retail?
Parrish Chapman
Sr. Director, Sales B2B Retail
Samsung Electronics America
Session sponsored by:
Kevin Morrow
Senior Director
Samsung Research America

3. SAMSUNG CONFIDENTIAL 3
Conversational Digital Humans:
The Future of Retail
January 16, 2024
NRF Show

4. 4
Your Speakers ...
Parrish Chapman,
Sr. Director, Sales B2B Retail
Samsung
Kevin Morrow
Sr. Director, Business Development
Samsung
Parrish & Kevin are on mission to help build The Future of Retail where gen-AI powered
digital humans are our co-pilots helping us solve everyday problems : face-to-face.
• We are piloting some of the world’s first-ever deployments of digital humans in
retail; and,
• Building and testing generative models to help navigate, recommend and sell
products in stores.

5. 5
5
01
What are digital
humans?
02
Why and Where are
we testing them?
03
What have we
learned?
Introduce generative AI powered digital humans,
and how they can help address some of the
challenges facing American retail.
Overview

6. A new computer
interface.
W H A T I S A D I G I T A L H U M A N ?
6

7. 7
We
adapted to
computers.
U N T I L N O W

8. 8
We
know
faces.
B E F O R E I D E A S .
B E F O R E W O R D S .
F R O M O U R F I R S T D A Y

9. 9
From people.
Like people.
For people.
M A D E

10. 10
Photoreal
Autonomous
Realtime
Cloud-native
Available via QR code, kiosk, app, or signage screens
with minimal requirements for processing.
D I G I T A L H U M A N S A R E :

11. 11
People multiplier.
Your best person.
Anywhere.
Anytime … and almost
Any language.
N O T P E O P L E R E P L A C E M E N T

12. Do we need
virtual humans?
W H Y …
12

13. 592K retail job
openings*
A T I G H T S U P P L Y
*DATA FROM NOV 2023, U.S. DEPARTMENT OF LABOR, JOLTS REPORT , ISSUED JAN 3, 2024 13

14. Y O U R B R A N D , Y O U R S T O R Y
The
workforce
of the future.
14

15. Elevate Experience
Model your best person
linked to real-time data.
Support Sales
Product Recommendations,
Promotions, Pricing and more.
Engage Customers
In partnership with staff
and store managers.
15
F I N E T U N I N G D I G I T A L H U M A N S T O :
O P P O R T U N I T Y

16. Choose
Humanistic Avatars
Select from ready or
custom create new
Building together …
16
Connect
Conversational AI
Data, Parameters,
LLMs
Brand Messages
Visual Assets
Products, Promotions,
Bundles, Comparisons

17. Food & Restaurant Automotive Clothing & Fashion Beauty & Cosmetics
Financial services Airport Services Health Care Hospitality & Concierge
Applications
17

19. SAMSUNG CONFIDENTIAL 19

20. Instruction
Card
Standing Poster
55” Display
Experience Store

21. OPERATING
DIGITAL HUMANS
30
3
LAST 30 Days
RUNNING
(2) S9 ULTRA TABLETS
(1) i3 KIOSK
100%
TOTAL
UPTIME
STORE HOURS:
M-SAT 11-7PM
SUN 11-6PM
LASTING
INTERACTIONS
INTERACTIONS (>1 TURN) /
DOOR SWINGS
6%
3%
AVERAGE CUSTOMER
ENGAGEMENT
INTERACTIONS /
DOOR SWINGS
Performance
21

22. Conversations
22
60%
PRODUCT
• What do you recommend?
• Tell me about the AI features?
• Compare with an iPhone 15?
Recommendations,
Features, and Comparisons
11%
DEALS
• Can I trade-in my iPhone?
• Do you have any discounts?
• What’s the price of the phone?
Promotions, Discounts,
and Trade-ins
29%
EXPERIENCE
• Can I get your number?
• Do you speak Spanish?
• Tell me a joke?
Testing
Digital Humans

23. 23
Early Takeaways - 1
Systematically capture feedback
on in-store shopping experience.
New Source of
Shop Data
Conversations,
not Commands
Shoppers are
engaging naturally
50% more engagement
on 24” kiosk than 14.6” tablet.
Bigger is
Better
But, impact on sales
is too early to tell.
Avg. Shopping
Time Increasing

24. 24
Early Takeaways - 2
Seamless
Language Transitions
Auto detect language
vs. customer selecting language.
Staff are Key
Stakeholders
Onboarding & buy-in
are critical.
Just
Talk
Users prefer talk vs.
touch interactions.
Start Small,
but Not Too Small
Strike a balance
on product coverage.
Optimistic that interacting with Digital Humans will become normal shopping behavior.

25. Thanks.
Questions?
25
Thanks.
Questions?