As retailers increasingly explore artificial intelligence to enhance in store customer experiences, SoundHound AI has introduced a new voice powered solution designed to bring real time intelligence directly to frontline sales teams. The company announced the debut of its Sales Assist agent at Mobile World Congress 2026, positioning agentic AI as a practical tool for transforming retail interactions on the sales floor.
The SoundHound AI Sales Assist agent is built to support retail associates during live customer conversations by delivering contextual recommendations in real time. Designed primarily for environments such as telecommunications retail stores, the solution analyzes customer intent and conversation context, providing instant guidance on upgrades, bundled offers, cross sell opportunities, and compliance requirements through connected devices such as tablets or microphones equipped with screens.
The launch reflects a broader shift within the retail and MarTech ecosystem, where conversational AI is moving beyond customer service automation toward operational decision support. Instead of requiring employees to navigate multiple systems or manually calculate product options, the Sales Assist agent surfaces relevant offers immediately within the natural flow of conversation, helping reduce friction and accelerate purchasing decisions.
Powered by SoundHound’s proprietary Polaris automatic speech recognition technology, the system is optimized for noisy retail environments and operates with minimal latency. The platform orchestrates multiple specialized AI agents that securely connect to enterprise systems including CRM platforms, billing tools, promotional databases, and product catalogs. This multi agent architecture allows the system to complete complex workflows instantly during customer interactions.
For example, when a customer mentions a damaged phone, the AI can automatically check upgrade eligibility, retrieve account information, identify trade in promotions, and recommend complementary accessories or service bundles. By automating these processes, retailers can shorten sales cycles, improve consistency across locations, and reduce onboarding time for new employees while maintaining compliant sales practices.
SoundHound AI will showcase the technology alongside its broader enterprise AI portfolio at Mobile World Congress 2026 in Barcelona. The company’s next generation agentic platform enables organizations to coordinate AI agents across multiple communication channels including voice, SMS, web chat, email, connected devices, and in vehicle systems. The platform supports both internally developed and third party agents, allowing enterprises to orchestrate complex workflows across customer touchpoints.
“Voice assistants and chatbots have been around for years, but truly effective, enterprise grade voice interaction is only now becoming possible,” said Michael Anderson, EVP of Enterprise AI at SoundHound AI. “With AI maturing, voice is evolving into a central customer interface that doesn’t just respond but resolves. The Sales Assist agent demonstrates how agentic AI can transform retail environments in real time, and MWC is the perfect platform to bring this next generation of customer experience AI to Europe.”
Visitors attending MWC Barcelona from March 2 to 5, 2026, can experience live demonstrations of the Sales Assist agent and explore additional agentic AI applications, including voice commerce capabilities that allow users to complete transactions through spoken interactions.
The SoundHound AI Sales Assist agent highlights how agentic AI is evolving into a core operational layer for retail organizations, enabling faster decision making, more personalized engagement, and improved revenue opportunities as voice driven interfaces become central to modern customer experiences.
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