Supermarket giant Tesco is facing scrutiny and mockery for its recent introduction of 'VAR-style' artificial intelligence (AI) action replays at self-service checkouts. This technology, reminiscent of the video assistant referee system used in football, aims to enhance oversight of the checkout process by capturing footage of customers as they scan items and placing them in the bagging area. However, the rollout has sparked significant backlash from shoppers who find the technology cumbersome and intrusive.

Videos circulating on social media have shown the technology in action; one clip, which garnered nearly three million views, depicted a shopper correctly scanning a tin of tuna but quickly moving a bottle of milk over the scanner. The system then displayed footage of the incident, highlighting the perceived farcical nature of the AI's surveillance. Upon detecting an unscanned item, the checkout prompts users with a message to correct the presumed error, emphasising how the new system may actually prolong the already frustrating checkout experience. Many customers took to social media to vent their frustrations, arguing that the technology effectively turns honest shoppers into suspected thieves, creating an environment that diminishes trust between retailers and customers.

This reaction echoes sentiments expressed after competitor Sainsbury’s introduced a similar AI system, where shoppers also received replays of their scanning mistakes. Just one month prior to Tesco’s implementation, Sainsbury's began to enhance its self-checkout experience as part of a larger initiative to combat rising theft. The integration of AI at its 22,500 self-checkouts, designed for greater efficiency and theft reduction, underscores a shifting trend among retailers seeking to utilise technology for operational improvements. However, as with Tesco, challenges around customer experience remain prevalent. One user on Reddit aptly summarised this frustration: “Can't believe customer service is now so in the bin you're constantly treated like a thief.”

The introduction of such invasive technology comes against a backdrop of alarmingly rising shoplifting statistics in the UK. In 2024 alone, police recorded over 516,000 incidents, a staggering increase of 20% compared to the previous year. However, the British Retail Consortium suggests that the actual number could be much higher, with estimates reaching around 20.4 million thefts last year. This troubling trend of rising theft poses challenges for supermarkets, as they grapple with maintaining customer trust while securing their bottom line.

In response to the scepticism surrounding the new system, Tesco has defended its decision, asserting that it aims to make the checkout process smoother and faster. According to the company, the system helps customers identify any unscanned items, ostensibly enhancing their shopping experience. However, critics argue that this technology may instead exacerbate existing frustrations associated with self-service checkouts, making them even less user-friendly.

Furthermore, the implementation of AI in retail is not limited to self-service checkouts; Tesco is also exploring innovative technologies in its stores. At its Fulham Reach Express GetGo store, the company is trialling a shopping experience that eliminates the need for scanning altogether, allowing customers to pick items and receive a digital list at checkout. While such advancements aim to streamline operations, they highlight the delicate balance retailers must strike between security measures and customer satisfaction.

As technology continues to evolve, it remains to be seen whether these innovations will ultimately enhance the shopping experience or lead to further alienation among customers already grappling with self-checkout frustrations. In the face of increasing theft and changing customer expectations, the challenge ahead for Tesco and its competitors is how to integrate technology in a manner that fosters trust, rather than suspicion.

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Source: Noah Wire Services