Saturday, April 11, 2026
At Mobile World Congress 2026, SoundHound AI officially unveiled its latest innovation, the Sales Assist agent — a voice-powered AI solution designed to transform retail sales floors with real-time agentic AI capabilities. The new in-store assistant will debut at Hall 7, Booth 7E40, marking a major milestone in enterprise conversational AI.
Building on its established enterprise AI portfolio, SoundHound developed Sales Assist to enhance live customer interactions in physical retail environments. Specifically designed for in-store teams, the solution delivers instant, AI-driven prompts to staff during customer conversations. For example, in telecom retail stores, associates can now receive real-time recommendations on upgrades, bundles, cross-sell options, and compliance disclosures — directly on a tablet or any device equipped with a microphone and screen.
As retail environments grow increasingly fast-paced, sales teams often waste valuable time navigating multiple systems or manually calculating offers. However, Sales Assist eliminates this friction. Instead of interrupting conversations to check CRM systems or pricing plans, associates receive immediate insights within the natural flow of dialogue. Consequently, customers experience faster service, more personalized recommendations, and smoother transactions.
The technology operates using SoundHound’s proprietary Polaris automatic speech recognition (ASR), which performs reliably even in noisy retail settings. Moreover, the system orchestrates multiple specialized AI agents that securely connect to CRM platforms, billing systems, promotional databases, and product inventory tools. This multi-agent orchestration ensures that information flows seamlessly across backend systems.
For instance, if a customer mentions a damaged smartphone, the Sales Assist agent can instantly:
Verify upgrade eligibility
Access account and billing details
Highlight relevant trade-in promotions
Recommend complementary accessories or bundles
As a result, retailers can increase revenue per customer while shortening sales cycles. Additionally, businesses can reduce onboarding time for new employees and maintain consistent, compliant sales practices across locations. Telecommunications providers, in particular, benefit from simplified tariff structures and data-driven retention strategies that unlock valuable cross-sell opportunities.
Beyond Sales Assist, SoundHound is also showcasing its next-generation agentic AI platform at MWC 2026. This scalable multi-agent orchestration environment, optimized for MCP and A2A protocols, enables enterprises to coordinate AI agents across diverse operational ecosystems.
Currently, hundreds of large-scale enterprises deploy the platform to manage complex workflows across multiple channels. Whether AI agents are self-built, pre-configured, or third-party integrations, the platform allows them to collaborate seamlessly across voice, SMS, webchat, email, smart devices, social channels, contact centers, and in-vehicle systems.
Michael Anderson, EVP of Enterprise AI at SoundHound AI, highlighted the broader impact of this innovation:
“Voice assistants and chatbots have been around for years, but truly effective, enterprise grade voice interaction is only now becoming possible. With AI maturing, voice is evolving into a central customer interface that doesn’t just respond but resolves. The Sales Assist agent demonstrates how agentic AI can transform retail environments in real time, and MWC is the perfect platform to bring this next generation of customer experience AI to Europe.”
Overall, SoundHound’s launch of Sales Assist reflects the growing shift toward intelligent, voice-driven retail automation. By combining agentic AI with real-time orchestration, the company is redefining how retailers deliver faster, smarter, and more connected customer experiences across Europe and beyond.
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