Britannia uses AI to launch 'A-Eye' for the visually impaired

Britannia and WPP took the initiative to join forces and launch A-Eye — a Google-Gemini-powered Solution, which would assist the visually impaired and make retail accessible to everyone.

The project was developed using Google Cloud’s Vertex AI Multimodal Live platform and was rolled out in collaboration with Mindshare, a global media agency, MORE Retail and the NGO Mithra Jyoti.

Using this Britannia A-Eye pilot, users can smartly turn their smartphone into an intelligent shopping assistant and scan their surroundings with the help of their smartphone cameras. The AI will then study the environment and accordingly provide voice-based responses to guide visually impaired shoppers through the store passageways. This is customised to each retail store.

The main motive here is using voice-based AI to provide retail assistance to the visually impaired and eliminate their dependency on any external assistance, by just using the smartphone that will guide them through store passages.

Britannia Industries, in partnership with WPP, has launched a pilot initiative called Britannia A-Eye, powered by Google Gemini and based on Vertex AI Multimodal Live. The project aims to enhance the retail experience more accessible for the visually impaired. The pilot has been rolled out in collaboration with MORE Retail and Mithra Jyoti, an NGO working with the visually impaired.

This project marks a significant step towards all-inclusive retail. It leverages the smartphone cameras and transforms mobile devices into real-time shopping assistants that will guide users through store aisles, product search, pricing, nutritional information, and expiry dates—all without the need for any external help. 

Siddharth Gupta, the General Manager- Marketing of Britannia Industries, said: "At Britannia, we believe that technology is powerful enough to break obstacles and create a more inclusive world. Britannia A-Eye is a testament to how innovation can revolutionise the retail business. This initiative will not only leverage cutting-edge technology, but will also foster equity and independence for all consumers.”

This is what Amin Lakhani, CEO, Mindshare South Asia, said on the initiative: “This will pave the way for industry-wide adoption, where AI-led content will help to dissolve barriers and empower our diverse society by fostering equity, accessibility, and inclusivity for all.”

Customers experienced this technology at the MORE Supermarket at TC Palya, Bengaluru, currently.

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