Ace Hardware Launches AI Assistant to Strengthen In-Store Service

Ace Hardware, the world's largest hardware cooperative, has launched Hey ARMA, an artificial intelligence-powered assistant designed to support its nationwide in-store associates with real-time information and guidance. Operated through a handheld device, Hey ARMA provides associates with quick access to product knowledge, project advice, and recommendations, helping them to focus on solving customer problems and delivering even better in-store service. The technology is part of Ace's broader commitment to investing in frontline teams and embracing innovation that strengthens human service.

Total Retail's Take: The launch of an in-store AI assistant will serve as a tool to complement Ace's core brand positioning: personalized, helpful service. Ace has positioned itself as the local community hardware store that offers friendly, expert service, providing an alternative to its big-box competitors (The Home Depot, Lowe's). Its AI assistant, Hey ARMA, is designed to help customers find products, get recommendations, and make decisions in real time, driving increased conversions and average order values. Furthermore, Ace anticipates that Hey ARMA will free up associates' time, allowing them to focus on higher-value interactions and lean further into its commitment to customer service. Lastly, this news highlights a broader retail industry shift toward embedding AI directly into the in-store experience, not limiting the technology to digital and back-end applications.