Kolkata: Britannia Industries, in collaboration with WPP, has launched a pioneering initiative, ‘Britannia A-Eye,’ aimed at transforming the retail experience for visually impaired consumers.
Powered by Google Gemini and based on Vertex AI Multimodal Live, this innovative solution has been launched as a pilot project to democratise the retail experience and promote accessibility in shopping spaces.
Partnership for Inclusivity
The pilot project leverages Google Astra’s advanced AI capabilities and has been launched in partnership with MORE Retail and Mithra Jyoti, an NGO dedicated to empowering the visually impaired community. The initiative uses the latest multimodal AI technology to allow visually impaired shoppers to navigate retail spaces independently using their smartphones.
Turning Smartphones into Smart Shopping Assistants
Britannia A-Eye turns an ordinary smartphone into an intelligent shopping assistant. By scanning their surroundings through the smartphone camera, users receive voice-based responses that guide them through the store aisles, customised to the layout of each specific retail outlet. The AI technology also identifies products and provides vital details such as pricing, ingredients, nutrition information, and expiry dates.
At present, this functionality is enabled specifically for Britannia products, enabling a user-friendly and barrier-free shopping experience for visually impaired customers.
Breaking Barriers Through Technology
Britannia Industries has highlighted that this innovation eliminates the need for external assistance, ensuring autonomy and dignity for visually impaired shoppers. The solution uses the latest multimodal AI capabilities of Google Cloud to enable seamless navigation, real-time product identification, and instant access to essential product information.
Siddharth Gupta, General Manager – Marketing, Britannia Industries, stated that the company believes in the power of technology to break barriers and create a more inclusive world. He said that Britannia A-Eye reflects the company’s commitment to revolutionising inclusivity in retail and empowering consumers to shop independently.
AI for Good: Driving Inclusive Innovation
Daniel Hulme, Chief AI Officer, WPP, said that the partnership with Google is aimed at pushing the boundaries of AI-driven innovation. He said that Britannia A-Eye is not just about creating technology but also about redefining inclusivity in retail and using AI as a force for good to empower communities.
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