Retail / Jewellery retail
Chow Tai Fook: Work agents for store associates and managers
- Company
- Chow Tai Fook
- Country
- Multiple countries
- Adoption stage
- In operation
- Source published
- Date basis
- The date the source was published. It can differ from the date adoption started.
- How the source was checked
- Read the full source text
The work problem
Chow Tai Fook said large scale digital transformation had long been exceptionally difficult in gold and jewellery retail, because the products are highly non standardised and the service model rests on craftsmanship, customer trust and decades of frontline expertise. An extensive physical store network spanning multiple markets made it harder still to spread one way of working everywhere at once. Store associates had to switch between inventory platforms, pricing rules, real time gold prices and complex compliance manuals, and every switch risked pausing a customer's fleeting buying momentum.
Technology and data
Working with Microsoft, the company first standardised on Microsoft 365 E5, then used Microsoft Purview to control who may see which information and how sensitive data flows, and scaled AI on top of that. For stores it built AI Fook, a super agent ecosystem developed on Microsoft Foundry. When an associate asks a question in everyday language through Microsoft Teams, they immediately receive product craftsmanship stories, real time inventory insights and personalised styling recommendations without breaking the flow of the conversation. For managers, the AI Insights Platform answers natural language questions by combining consumer behaviour, mall dynamics and volatile gold prices in real time. Approvals run on two tracks. Routine transactions are cleared within seconds by AI, while complex cases trigger an automated risk scan and are decided by a person. In design, Azure OpenAI generates three dimensional concepts so that master artisans can concentrate on artistic judgement.
Results
Chow Tai Fook said it has deployed more than 400 customised AI agents, used by more than 24,000 employees. It said there are millions of AI interactions every month and that efficiency in core business processes has improved by more than 70 percent. The company said frontline associates rehearse different customer scenarios through immersive AI roleplay, and that the best selling behaviour captured by in store devices is refined into standard procedures used across the company. It said that combining this digital rehearsal with execution in the store has driven sales conversion improvements of up to 57 percent.
Limits and open questions
The source does not say when this system went into operation, nor over what period and against what baseline the 70 percent efficiency gain and the 57 percent conversion improvement were measured. It also does not describe which workflow each of the roughly 400 agents handles.
Sources
Compiled from public sources. These are not results from ATF Works customers.