New Time Africa
In a bold leap into the future of retail, Japan has introduced avatar staff robots—remotely controlled robots operated by real people—to assist customers in convenience stores and shopping malls across the country. The initiative, led by technology firm Avatarin and supported by retail giants like 7-Eleven Japan, is revolutionizing how in-store customer service is delivered.
Known as "newme" avatars, these robots are equipped with wheels and display screens that show the face of a live human operator who can interact with customers in real-time. The operator may be located miles—or even countries—away, managing the avatar from a remote location such as their home or a centralized control center.
Originally developed in the early 2020s and accelerated during the COVID-19 pandemic, this technology was designed to address labor shortages, reduce physical contact, and create inclusive job opportunities for people who may not be able to physically access a workplace. Today, avatar staff are being deployed in 7-Eleven stores, airports like Haneda, department stores, and even hospitals.
The avatar can perform a wide range of tasks: greeting customers, helping them find products, answering questions, and providing digital demonstrations. Some stores are even experimenting with multiple avatars being controlled by a single operator, boosting efficiency while reducing operational costs.
7-Eleven Japan, which began trials in 2023, plans to gradually expand the avatar model with a vision of making it standard in many of their 20,000+ locations by 2030.
“This isn't science fiction anymore,” said a spokesperson from Avatarin. “We are reshaping how work and service are delivered—not just in Japan, but potentially worldwide.”
Beyond solving workforce shortages, the avatar staffing model also opens doors for those who may have limited mobility or reside in remote regions to participate in urban jobs—marking a shift toward a more inclusive and connected labor market.
However, challenges remain. High initial costs, technical issues, and customer adaptation are areas that developers and retailers continue to navigate. But despite these hurdles, the concept is gaining traction—and the rest of the world is watching closely.
As the line between the physical and digital world continues to blur, Japan’s avatar staff model may very well be the blueprint for the global “Store of the Future.”