K-Supermarket uses AI-powered digital billboards to deliver personalised recipe recommendations through real-time voice interactions in public spaces.
K-Supermarket has announced a pilot of a talking AI assistant on digital billboards across three cities in Finland, allowing passersby to speak and receive personalised recipe ideas.
The initiative introduces what is claimed to be the world’s first interactive public digital display capable of holding a two-way voice conversation with consumers in an open environment.
The animated “Lil’ shop assistant” appears on out-of-home screens in Helsinki, Lappeenranta, and Tampere, offering recipe suggestions tailored to individual preferences.
While conversational screens have previously been trialled in parts of Asia and at select events in the US, this marks the first known deployment of a voice-driven AI assistant embedded within existing outdoor advertising infrastructure in a public setting.
“We want to make everyday cooking easier in all kinds of ways, and now we’re piloting a completely new kind of assistant to help with that. We’re genuinely excited to be part of developing this groundbreaking technology that offers real, tangible value in people’s daily lives,” said Milla Sorsakivi, Marketing Director, K-Supermarket.
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The assistant is currently live at Kamppi Shopping Centre in Helsinki, IsoKristiina Shopping Centre in Lappeenranta, and Ratina Shopping Centre in Tampere, in partnership with Bauer Media Outdoor and Ocean Outdoor.
Speech input is captured via a microphone and processed directly by an AI model, which responds in spoken language without requiring any keyboard interaction.
A curated recipe database supports the system, enabling it to generate relevant suggestions instantly based on user preferences.
Users can also save recipes by scanning a QR code displayed on the screen. The technical implementation has been developed by Interactive Inuits, a Finnish digital innovation studio.
“This project is concrete proof that out-of-home screens can be two-way and genuinely useful, not just attention-seeking. When a screen can answer questions, make recommendations, and help with decisions, it stops being an advertising screen and becomes a service point,” said Sampo Pihlaja, Head of Digital, Interactive Inuits.
The developers noted that one of the biggest challenges was ensuring the interaction feels natural, making public conversations with a screen intuitive and comfortable rather than robotic or awkward.
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