JapanRetail and e-commerce2025 – ongoingJINS Holdings
JINS AI, a generative AI shopping assistant for frames and lenses
JINS tested a generative AI shopping assistant in 10 stores, and about 20% of exchanges moved toward a purchase
Problem
Customers often felt unsure when choosing frames and lenses. Stores also served many inbound tourists who needed help in other languages.
Approach
JINS built a multilingual conversational service on Amazon Bedrock, with Amazon OpenSearch Service providing retrieval over product data and store manuals. Customers ask questions in a smartphone app and get product suggestions. After a test by 15 internal staff, an in-store trial began in April 2025 in 10 stores. The next phase was to test personalized recommendations before any formal rollout.
Results
Takeaway
The trial result is a share of conversations that pointed toward buying, not measured sales. JINS positioned the tool as support for store staff.
Categories
- Industry
- Retail and e-commerce
- Business function
- Customer serviceMarketing and sales
- Innovation type
- Product and service innovation
- AI technology
- Generative AIConversational and voice AI
- Adoption
- Built in-house
- Evidence
- Company's own claim
Sources
Source summaries
The article covered a JINS talk at AWS Summit Japan in June 2025. It described the architecture, the March verification and the in-store trial from April 2025 in 10 stores. It reported that about 20% of interactions were purchase-oriented and that a personalization phase was next.
Full details are in the original sources.
