Adopting artificial intelligence (AI) to elevate sales professionalism and enhance customer satisfaction is vital in the complex brick-and-mortar retail environment. This research explores the deployment of an intelligent shopping assistant system that utilizes advanced AI techniques to optimize sales processes. This system analyzes consumer preferences and behaviors and provides sales staff with a practical decision support and product recommendation tool, enabling personalized consumer interactions. Rooted in the AIDA marketing framework, the system was rigorously evaluated through semi-structured interviews with employees at a mobile telecommunications retailer. These assessments, assisted by the Technology Acceptance Model, focused on its perceived ease of use and usefulness. The findings indicate that these factors significantly influence the sales staff’s intention to utilize the system. Amidst the competitive retail market, this AI-enhanced assistant aids sales personnel by reducing dependence on memory for customer interactions, thereby positioning enterprises for competitive advantage.
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