What does the agent do differently from a chatbot?

Instead of waiting for the right keyword, the agent listens for context and asks follow-up questions. It can handle uncertainty and changing preferences, guiding shoppers from discovery to a purchase decision.

How did avatarin incorporate Yamada Denki's sales expertise?

avatarin used Yamada Denki's customer service knowledge to design conversation flows and prompts. The system adapts when customers change requirements or go off topic, with guardrails to keep it focused on shopping.

What were the results of the public campaign?

In a two-week campaign, approximately 30,000 people used the agent, and 92% of survey responses were positive. Customers described it as easier to talk to than an actual sales associate.

Large Language ModelsAI Business & IndustryOpenAI BlogJul 31, 2026Jul 31, 2026, 13:00 JST

avatarin and Yamada Denki launch 24/7 AI shopping agent

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3 Key Points

What happened
avatarin, an AI customer service company spun out of ANA Holdings, built a 24/7 multilingual shopping agent for Yamada Denki using OpenAI's GPT-Realtime. In a two-week campaign on Yamada Denki's online store, about 30,000 people used it, and 92% of survey responses were positive.
Why it matters
The agent listens for context instead of waiting for keywords, so shoppers can ask nuanced questions like which refrigerator fits a small kitchen for a family of four. This moves beyond conventional chatbots and could expand what customer service can be in retail, especially after store hours.
What to watch
The broader vision is to use one AI agent across web, phone, and stores, with the same intelligence carrying customer context. Whether this works hinges on maintaining accuracy and brand tone while scaling to Yamada Holdings' other businesses like housing and financial services.

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Context & Analysis

avatarin's earlier work with OpenAI, using the API for speech recognition and inquiry analysis, helped the team learn practical AI application. The shopping agent is its first major project to bring those lessons directly to customers. The company chose GPT-Realtime because it combines voice, text, and visual understanding in one model with low latency, which was key for natural conversations.

The two-week campaign showed not just scale but also value in conversation data. Every chat revealed what shoppers cared about and why they hesitated, insights that were hard to see in conventional online shopping. The voice survey at the end made feedback part of the experience, feeding improvements.

avatarin's vision is to use one intelligence across web, phone, and stores, so a customer carries context wherever they go. For Yamada Holdings, which spans appliances to housing, this could make AI a trusted companion in many life areas. The success will likely depend on whether the agent can embody Yamada's brand and service style while staying accurate and responsive, especially as it handles more complex conversations.

FAQ

What does the agent do differently from a chatbot?: Instead of waiting for the right keyword, the agent listens for context and asks follow-up questions. It can handle uncertainty and changing preferences, guiding shoppers from discovery to a purchase decision.
How did avatarin incorporate Yamada Denki's sales expertise?: avatarin used Yamada Denki's customer service knowledge to design conversation flows and prompts. The system adapts when customers change requirements or go off topic, with guardrails to keep it focused on shopping.
What were the results of the public campaign?: In a two-week campaign, approximately 30,000 people used the agent, and 92% of survey responses were positive. Customers described it as easier to talk to than an actual sales associate.

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