Hyundai Department Store debuts its GenAI shopping assistant “Heidi,” bringing personalized, data-driven curation to every shopper.
Hyundai Department Store has officially launched Heidi, a GenAI powered shopping assistant, across its department stores, outlets, website, and mobile app. The company aims to redefine in-store and digital shopping by combining real-time retail data with personalized guidance.
Unlike typical AI chatbots that rely on public data, Heidi is trained on Hyundai’s internal databases, allowing it to access up-to-the-minute store information, promotions, and restaurant details. Customers can interact with Heidi via QR codes or digital menus to design customized shopping itineraries, discover pop-ups, or find dining options—all aligned with their interests and budgets.
During pilot testing with foreign visitors, Heidi’s conversational approach significantly improved customer satisfaction. It handled more than 9,000 monthly sessions, guiding shoppers with queries such as “Where can I buy Korean souvenirs?” or “Which restaurant serves spicy local dishes?” The system’s ability to offer real-time, context-aware recommendations helped users skip long searches or manual planning, positioning it as a virtual concierge for the retail floor.
The latest unified version introduces enhanced gift curation features powered by GenAI reasoning. By analyzing customer intent, price range, and recipient profiles, Heidi suggests brands and products with explanations for each match. Hyundai plans to further integrate Heidi with online and offline purchase histories, location data, and cart activity. This next stage will enable a 360-degree personalization engine, blending generative insight with behavioral analytics to create an adaptive shopping journey for every visitor.
