What challenges did CDW face before AI implementation?

Retailers needed to improve customer engagement and automate routine transactions. Employees spent significant time on repetitive tasks such as order taking and fielding basic customer queries. Multilingual service and accessibility were difficult to scale across global retail networks.

What was the impact of the AI solution?

Freed retail employees for more complex, value-added work. Increased customer satisfaction due to lifelike and empathetic digital experiences. Improved accessibility and multilingual support for a broader customer base.

Source

Microsoft

CDW deploys AI avatars for enhanced retail service

Use case typeConversational supportUpdated Jun 13, 2026

CDW collaborated with Microsoft to enhance customer service in retail using lifelike, multilingual AI-powered avatars. The avatars leverage Azure TTS Avatar and Azure AI services to simulate natural human conversations and deliver empathetic, real-time product support. With accessibility modes and the ability to handle voice and text queries in dozens of languages, these avatars automate tasks like order taking, guided shopping, and customer assistance. The avatars free up retail staff for higher-priority projects by managing repetitive and routine tasks. AI-driven contextual analysis provides customers with highly personalized product recommendations and streamlined service. The solution facilitates seamless workflow integration across retail operations, from onboarding to troubleshooting. Behind the scenes, the system queries relevant knowledge bases and business data to respond accurately to customer and employee requests.

Organization: CDW
Industry: Retail
Location: United States
Published: November 2024

Reported outcomes

Strategic outcomes

Customer experience & trustImproved customer satisfaction and engagementCustomer experience & trustBroadened accessibility and multilingual serviceEmployee experienceFreed staff for higher-value workNew product / capabilityAutomated retail transactions and support

Primary read

Use case focus

Showing 3 of 3

1Retail Customer Support via AI Avatar
2Automated Order Taking with AI Agents
3Multilingual Conversational AI for Retail

Retailers needed to improve customer engagement and automate routine transactions.
Employees spent significant time on repetitive tasks such as order taking and fielding basic customer queries.
Multilingual service and accessibility were difficult to scale across global retail networks.

Developed AI-powered avatars with Azure TTS Avatar and Azure AI services for natural spoken and text conversation.
Integrated workflow automation like order fulfillment and onboarding by voice and chat agents.
Configured accessibility features, including multilingual support, to broaden reach and inclusivity.
Leveraged contextual analysis for personalized recommendations and rapid, accurate responses to customer and employee needs.

Technologies

Azure Azure AI Services

Freed retail employees for more complex, value-added work.
Increased customer satisfaction due to lifelike and empathetic digital experiences.
Improved accessibility and multilingual support for a broader customer base.

Sources & evidence1

Groundedness: Unavailable

Primary source

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Customer evidence