Briefed Barristers Support Tech-Savvy Shopper Experience for Amazon & SSE Arenas

A leading concert and sports venue has enlisted the expertise of Briefed to implement its new AI powered shopping experience.

The new ‘Just Walk Out’ shopping experience, introduced by Amazon, has been on the rise since 2016 and has now landed at the SSE Arena in Belfast, Northern Ireland

Its new technology will allow customers to walk in, grab what they need and walk out without heading to the checkout.

The service is a combination of computer vision, object recognition, sophisticated sensors, deep machine learning algorithms, and generative AI – the artificial intelligence subtype that has recently garnered significant public attention.

Researchers discovered a way to make these technologies operate seamlessly together, enabling them to decipher which customer takes which product and allow them to walk away while charging them correctly.

Data Protection Concerns:

However, with concerns over the use of customer data being raised, the venue brought Briefed on board to assist them with all things data protection.

The SSE approached Briefed in late 2023 to assist with the new major project, led by Amazon.

Over 2 years in development, the project presented a unique opportunity to vastly reduce queues and greatly improve the customer experience.

As a cutting-edge tech driven solution, potentially processing the personal data of a large number of customers, the SSE were keen to ensure the solution was implemented and maintained fully in line with GDPR.

As data protection experts, Briefed were required to advise on various elements of the project to ensure that it met all legislative  requirements.

Claire Cosgrave, representing the Odyssey Trust, which oversees operations at the SSE Arena, expressed immense excitement about integrating Amazon’s Just Walk Out technology into their venue.

“We’re hugely excited to have the Amazon Just Walk Out technology in the arena,” Cosgrave stated. “It’s a seamless, frictionless shopping experience by tapping your card and lifting what you want — it’s that simple.”

Cosgrave explained that the idea came about after encountering similar technology in North America and engaging in discussions with the Amazon team.

“We’re constantly looking at ways to elevate the experience in the arena, and also to alleviate any concerns around queuing times and efficiency of staff.”