WHSmith has begun testing a new AI-powered shopping assistant aimed at helping airport travellers make faster purchasing decisions while moving through busy terminals.

The retailer has launched the pilot inside its InMotion technology stores at Melbourne Airport, working alongside Melbourne Airport, The Mercurius Group and AI Consulting Group on the initiative.

The digital assistant, called IMo, is now operating at the InMotion locations in Terminal 1 Pier B Airside and Terminal 3 Mezzanine.

Travellers can access the system by scanning QR codes placed around the stores, allowing them to chat with the assistant directly through their smartphones while browsing products. After responding to a series of questions, customers receive tailored recommendations based on their travel needs and product preferences.

WHSmith is positioning the tool as a way to simplify shopping in airport environments where passengers are often under time pressure and making quick purchasing decisions before flights.

The name IMo references both the InMotion retail brand and the phrase “in my opinion”, reflecting the assistant’s role in offering guided product suggestions for technology and travel-related items.

The trial is also designed to collect data on how shoppers interact with AI tools in physical retail environments, including the types of questions customers ask and how digital assistants may influence purchasing behaviour at the point of sale.

Melbourne Airport is supporting the rollout with promotional billboards, in-store signage and QR code displays positioned throughout participating locations.

WHSmith Australia managing director Carl Hargrave said the company sees growing opportunities for digital tools to support both customers and retail staff in travel-focused environments.

The retailer plans to use findings from the pilot to assess how artificial intelligence could be expanded across its broader store network in future.