Dive Brief:
- Best Buy has started a phased rollout of Ask Blue, a conversational AI shopping and support assistant, incoming CEO Jason Bonfig said on a Q2 2027 earnings call. Bonfig, who currently serves as chief customer, product and fulfillment officer, takes the helm in the fall.
- Ask Blue uses product details, customer reviews, item availability, pricing details and other information to help customers make informed purchasing decisions, according to Bonfig. Example tasks include comparing products or checking compatibility.
- The AI assistant can also guide customers to self-service options or connect them with a live customer support specialist as needed.
Dive Insight:
Ask Blue is just one portion of Best Buy’s broader strategy to enhance the shopping experience for customers through a combination of convenience and speed.
The electronics retailer has been allocating space in its large format stores for dedicated Meta Labs experiences and is more than halfway through its plan to install them at 50 locations, according to Bonfig.
Each Meta Labs space spans about 900 square feet and has specially trained employees that focus on the Meta ecosystem, including AI glasses and virtual reality products, Bonfig said. Early customer response to the "has exceeded our initial expectations,” and Best Buy sees potential to expand the concept to additional vendor partners.
Delivery speed is key to the major appliance shopping experience, according to Bonfig. The majority of purchases in this category are replacements, making convenience and fast delivery extremely important.
“Customers need solutions quickly when an essential appliance fails, and our ability to offer competitive pricing, strong product availability, and fast delivery and installation are imperative to compete effectively in the marketplace,” Bonfig said.
Best Buy has an opportunity to further enhance the digital appliance shopping experience in the coming quarter by simplifying the journey, according to Bonfig. He highlighted improvements to how customers view delivery availability, understand pricing and schedule service.
Best Buy reported better-than-expected results for the quarter, according to executives.
Same-store sales grew 4.1% year over year in the second quarter of 2027, according to an earnings release. Revenue rose 3.6% year over year to $9.8 billion.
Best Buy will continue to invest in its store and online experiences, which it sees as an important pillar in an interconnected growth strategy, according to Bonfig.
“A better experience delivered through the right footprints and formats drives reach,” Bonfig said. “Greater reach generates customer insights that fuels us as a media and technology company, and all of it is powered by our people, equipped with the best training and technology in the industry, doing what only Best Buy can do.”
