United StatesRetail and e-commerce2023 – ongoingTractor Supply
Hey GURA store assistant
Tractor Supply deployed Hey GURA across 2,200-plus locations
Problem
Employees needed product information while serving shoppers.
Approach
Tractor Supply piloted its generative AI assistant in late 2023. Employees accessed answers through headsets or mobile devices.
Results
2,200-pluslocations deployed by early 2024, per company executives
Takeaway
Headsets let employees retrieve product information while staying with shoppers. Tractor Supply also used the assistant to train new employees.
Categories
- Size
- Large enterprise
- Industry
- Retail and e-commerce
- Business function
- Customer service
- Innovation type
- Process innovation
- AI technology
- Generative AIConversational and voice AI
- Adoption
- Built in-house
- Evidence
- Company's own claim
Sources
Source summaries
[1]CIO12 Apr 2024
Executives described Hey GURA's rollout. It answered product questions during customer service.
Full details are in the original sources.
Added 1 Nov 2026 · Updated 1 Nov 2026