Could AI be your RSA’s assistant? | Sheila Long O’Mara

Shift in Mattress Shopping: Consumers are increasingly turning to AI platforms like ChatGPT, Google’s AI Overview, Gemini, Perplexity, or Claude for mattress advice before entering stores.
Pre-researched Consumers: Today’s shoppers often come to stores with extensive research, including comparisons, reviews, and videos, framing their shopping expectations before meeting a retail sales associate (RSA).
Challenges of AI: AI may provide incomplete, outdated, or overly generalized information since it lacks the ability to feel a mattress, understand comfort preferences, or observe body language.
Enhanced Role of RSAs: With AI setting the initial stage, RSAs can focus on translating technical features into personal benefits and guiding consumers on making confident, informed decisions rather than discussing basic concepts.
Human Element: Regardless of AI’s advancements, human interaction offers an emotional and personalized touch that is harder to replicate, addressing issues like back pain relief and comfort in a more nuanced manner.
Complementary Relationship: AI and sales associates should work together where AI provides upfront information, and RSAs provide expert, personalized guidance to facilitate the final decision-making process.