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Best Buy is giving its customer assistance an AI boost – but with a human touch
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Best Buy is taking the plunge and incorporating AI-powered shopping tools for its customers, announcing today on its website that it’s partnered with Google Cloud and the consulting firm Accenture to bring users AI-powered customer assistance. The retailer claims that this move will enable it to give customers “even more personalized, best-in-class tech support experiences.”

Customers can expect a self-service support option when they visit and shop on BestBuy.com, when using Best Buy’s app, or when they call Best Buy’s customer support line (presumably through a conventional automated selection system). When customers make use of one of these, they’ll be able to interact with Best Buy’s new AI-powered virtual assistant, which it expects to debut in late summer 2024. 

These new customer support tools are part of Best Buy’s efforts to offer customers the most tech-forward ways of getting the assistance they need, expanding that it’s making use of Google Cloud’s AI capabilities, including Vertex AI (a Google Cloud machine learning platform), and Google’s new Gemini generative AI models. 

Inside of a Best Buy, an every day scene at the customer service section with people milling around

(Image credit: Shutterstock/Icatnews)

What the generative AI will help Best Buy do

The retailer explains that the virtual assistant will enable customers to troubleshoot product issues easily, manage their order deliveries and scheduling (including the ability to make changes), manage subscriptions they have from Best Buy such as software and Geek Squad, and navigate their My Best Buy memberships (Best Buy’s customer loyalty program). 

Many people, myself included, find it very frustrating when trying to interact with automated customer service tools, and thankfully it looks like Best Buy is at least somewhat aware of this. It writes: “We also know that sometimes customers prefer speaking with an actual person to get the support they need.”

It follows this up by explaining that Best Buy customer care agents will be equipped with a suite of tools aided by generative AI to assist agents when they’re dealing with customers over the phone. Best Buy details that these tools are designed to help agents assess real-time conversations with customers, and suggest recommendations that might be useful in the moment. The tools will also summarize conversations, collecting and using information gathered during the call to hopefully reduce the chances of individual customer service issues being repeated, as well as detecting the sentiment expressed by the customer.

A close up on a woman working at a computer, wearing a headset and smiling

(Image credit: Shutterstock/OPOLJA)

The wider implications of this change

There are legions of AI-powered assistance tools being developed for employees everywhere at this point, with Best Buy also discussing an assistant that makes it easier for employees to find product guides and company resources. The retailer states that its aim in developing tools like these is to be able to help customers more efficiently.

We’ve seen implementations of similar practices by other, smaller retailers, but Best Buy is one of the first companies of this scale to adopt an AI-first approach. While many companies already use automated customer service tools in some form, Best Buy is joining a limited cohort that make such explicit use of AI-assisted customer service technologies. 

I’ve had positive and negative experiences when dealing with automated customer service, and when you’re particularly stressed out, I don’t see the addition of machine learning as much of a consolation. I am glad that employees will also see a boost behind the scenes with additional tools to help them help customers, and I’m glad that it sounds like customers will still be able to speak to an actual person – I just hope it’s not too difficult to get through to a human and it’ll be open to feedback about its new strategy. 

My gut reaction is that this is a bold move that could be met unenthusiastically by customers, but I appreciate that Best Buy is being forthright about it. If it works, we could see it spread to more retailers big and small, and generative-AI-aided assistance might be well on its way to becoming the industry norm. If not, hopefully, retailers will be wise enough to listen to customer sentiment and understand that there are still some jobs that you simply need a human for.

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Elon Musk’s Neuralink has performed its first human brain implant, and we’re a step closer to having phones inside our heads
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Neuralink, Elon Musk's brain interface company, achieved a significant milestone this week, with Musk declaring on X (formerly Twitter), “The first human received an implant from yesterday and is recovering well.”

Driven by concerns that AI might soon outpace (or outthink) humans, Musk first proposed the idea of a brain-to-computer interface, then called Neural Lace, back in 2016. envisioning an implant that could overcome limitations inherent in human-to-computer interactions. Musk claimed that an interface that could read brain signals and deliver them directly to digital systems would massively outpace our typical keyboard and mouse interactions.

Four years later, Musk demonstrated early clinical trials with an uncooperative pig, and in 2021 the company installed the device in a monkey that used the interface to control a game of Pong.

It was, in a sense, all fun and games – until this week, and Musk's claim of a human trial and the introduction of some new branding.

Neuralink's first product is now called 'Telepathy' which, according to another Musk tweet, “Enables control of your phone or computer, and through them almost any device, just by thinking.”

As expected, these brain implants are not, at least for now, intended for everyone. Back in 2020, Musk explained that the intention is “to solve important spine and brain problems with a seamlessly implanted device.” Musk noted this week that “Initial users will be those who have lost the use of their limbs. Imagine if Stephen Hawking could communicate faster than a speed typist or auctioneer. That is the goal.”

Neural link devices like Telepathy are bio-safe implants comprising small disk-like devices (roughly the thickness of four coins stuck together) with ultra-fine wires trailing out of them that connect to various parts of the brain. The filaments read neural spikes, and a computer interface interprets them to understand the subject's intentions and translate them into action on, say, a phone, or a desktop computer. In this first trial, Musk noted that “Initial results show promising neuron spike detection,” but he didn't elaborate on whether the patient was able to control anything with his mind.

Musk didn't describe the surgical implantation process. Back in 2020, though, Neuralink introduced its Link surgery robot, which it promised would implant the Neuralink devices with minimal pain, blood, and, we're guessing, trauma. Considering that the implant is under the skin and skull, and sits on the brain, we're not sure how that's possible. It's also unclear if Neuralink used Link to install 'Telepathy.'

The new branding is not that far-fetched. While most people think of telepathy as people transmitting thoughts to one another, the definition is “the communication of thoughts or ideas by means other than the known senses.”

A phone in your head

Still, Musk has a habit of using hyperbole when describing Neuralink. During one early demonstration, he only half-jokingly said “It’s sort of like if your phone went in your brain.” He also later added that, “In the future, you will be able to save and replay memories.”

With the first Neuralink Telepathy device successfully installed, however, Musk appears to be somewhat more circumspect. There was no press conference, or parading of the patient before the reporters. All we have are these few tweets, and scant details about a brain implant that Musk hopes will help humans stay ahead of rapidly advancing AIs.

It's worth noting that for all of Musk's bluster and sometimes objectionable rhetoric, he was more right than he knew about where the state of AI would be by 2024. Back in 2016, there was no ChatGPT, Google Bard, or Microsoft CoPilot. We didn't have AI in Windows and Photoshop's Firefly, realistic AI images and videos, or realistic AI deepfakes. Concerns about AIs taking jobs are now real, and the idea of humans falling behind artificial intelligence sounds less like a sci-fi fantasy and more like our future.

Do those fears mean we're now more likely to sign up for our brain implants? Musk is betting on it.

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