“Knowledge Avatar” is the name of a new REWE digital pilot project to investigate the acceptance and possible uses of hyper-realistic avatars. This innovation project is trialling the use of an avatar that is always available to answer individual questions throughout the workday. It is initially being implemented as part of the onboarding process for new employees of REWE digital. GoRobert, Managing Director Robert Zores’ digital twin, is an avatar that is helping introduce new employees to the REWE world.
The avatars being used are the hyper-realistic digital twins of actual people, created using AI technology and brought to life using hologram technology. Supplied by the Pave company, the digital twins are displayed in a “Holobox” using high-resolution, lifelike 3D Proto holograms and combine the most realistic conversation possible with a multi-sensory experience. This REWE digital pilot project aims to provide employees with a constantly available AI assistant that, besides providing information and in the future performing tasks, also engages in natural and personal communication.
The first test avatar, goRobert, is being used for employee onboarding at REWE digital. At in-person events, Managing Director Robert Zores’ digital twin communicates with new employees via a Holobox. Employees will also be able to call goRobert from home via Microsoft Teams and ask questions about topics within the REWE world. The avatar is intended to complement the human mentors, who offer vital support during the early months of employment, by providing guidance on the company and information about employee benefits and current digital projects.
GoRobert has already successfully completed its first Q and A sessions, says the ‘real’ Robert Zores, Chief Digital Innovation Office at REWE digital: The response from the initial field tests has been very positive: everyone has been excited about the opportunity to talk to my digital twin in a new, innovative format. They particularly like being able to ask the avatar questions neutrally and anonymously on subjects that may not have a place in a large group onboarding setting, such as information about childcare, further education opportunities or mental health programmes. When I am on the premises, I do of course still look forward to interacting with new colleagues face to face.
With Knowledge Avatar, the REWE DOIT Innovation project team wants to gain long-term insights into the usefulness of avatars in everyday (working) life, explains Sophia Grazdanow, Innovation Professional at REWE digital: “Bots already support us in everyday life. By giving them a face, however, the Avatar project turns them into tangible assistants whose role is to help us and, in the future, even take on tasks independently. It is fascinating to learn more about the potential and acceptance of avatars and to continue to grow as a team as we open up innovative avenues for REWE. Teamwork and interpersonal relationships remain essential.
As part of the ongoing pilot project, the REWE digital – DOIT Innovation team is evaluating the potential, feasibility and social acceptance of avatars with the aim of initiating a further pilot project with test users.
