Case Study: Dixons Carphone achieves stronger customer engagement and streamlined in‑store operations with Microsoft Azure

Electronics retailer uses interactive artificial intelligence bot to boost customer engagement

Dixons Carphone, a major UK electronics and telecoms retailer with 42,000 employees and brands including Currys and Carphone Warehouse, faced changing customer behavior—about 90% of shoppers begin online and 65% use mobile in-store—requiring a consistent, personalized omnichannel experience. After user research, the company concluded AI could help bridge online and in‑store journeys and improve support for store colleagues.

Working with Microsoft Services, Dixons Carphone built "Cami," an AI bot using Microsoft Bot Framework, LUIS, Computer Vision and existing product/stock feeds, deployed on Facebook Messenger and the Currys website. Cami accepts text and shelf-label images, saves customer Wishlists for in‑store continuity, and feeds analytics (Text Analytics, Application Insights, Power BI) for business intelligence; early tests were positive, with expectations of stronger customer relationships, more efficient store operations, and better insights to refine messaging and functionality.

Dixons Carphone

Antonia Colin-Jones

Strategic Partnership Program Manager