  This article investigates the deployment of a Voice User Interface
(VUI)-powered digital assistant in a retail setting and assesses its impact on
customer engagement and service efficiency. The study explores how digital
assistants can enhance user interactions through advanced conversational
capabilities with multilingual support. By integrating a digital assistant into
a high-traffic retail environment, we evaluate its effectiveness in improving
the quality of customer service and operational efficiency. Data collected
during the experiment demonstrate varied impacts on customer interaction,
revealing insights into the future optimizations of digital assistant
technologies in customer-facing roles. This study contributes to the
understanding of digital transformation strategies within the customer
relations domain emphasizing the need for service flexibility and user-centric
design in modern retail stores.
