Ace Hardware Introduces AI Assistant for In-store Associates

Ace Hardware has introduced an AI-powered tool designed to support store associates with real-time product information and customer assistance, the company announced April 28.

The tool, called “Hey ARMA,” is available on handheld devices used by associates and provides access to product details, project guidance and recommendations during customer interactions. According to the company, the system is currently in use in more than 2,300 stores, with further expansion planned.

“At Ace, we believe technology should make the customer experience better by helping our people do what they do best,” says Andy Enright, senior vice president of retail strategy and operations at Ace Hardware. “Hey ARMA gives our associates the information they need in the moment, so they can spend less time searching for answers and more time engaging with customers in a meaningful way.”

In a press release, Ace says the tool can assist with product comparisons, project-related questions and identifying items, including those not purchased in-store. The company positions the assistant as a support tool for associates during customer interactions.

“After 78 years in the hardware business, Hey ARMA is one of the most impactful changes we’ve ever made to elevate the customer service experience,” says Bill Wygal, owner of Bill’s Ace Hardware with locations in Concord and Martinez, California. “With the push of a button, our associates can quickly locate products, understand what they do, and confidently recommend the right solutions for our customers.”

The announcement outlines the tool’s role in providing information to associates during in-store service, with continued rollout expected across additional locations.