Retail chain WHSmith has launched a new AI-powered retail assistant to help travellers make faster and more confident purchasing decisions.

The product, called IMo, has been rolled out in pilot form at its InMotion stores in Melbourne Airport in partnership with Melbourne Airport, The Mercurius Group and AI Consulting Group.

The assistant is accessible via an in-store QR code, which allows customers to chat with the bot directly from their phone while browsing. The bot offers personalised product recommendations based on users’ needs after they answer a short series of questions, the company said.

The pilot will focus on analysing real customer behaviour, the company said, helping WHSmith understand how people interact with AI in a live setting, identify the kinds of questions they ask and assess how digital tools can improve decision making.

“IMo reflects our continued focus on innovation within travel retail and our commitment to enhancing the customer experience,” said WHSmith Australia managing director Carl Hargrave. “In an airport environment, customers are often time-pressured and making quick, high-intent purchasing decisions, so there is a real opportunity to support them with clearer, more immediate guidance.

“As technology evolves, we see a clear opportunity to integrate digital solutions that complement our store teams and make shopping easier and more intuitive for travellers.”

WHSmith is working to recover from a prolonged period of decline, which was exacerbated by accounting errors in its North American division that wiped nearly £600 million of value from its stock last August. In April 2025, it sold its UK High Street retail business to boutique investor Modella Capital, which is set to close 150 of its former stores according to reporting earlier in May.

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