Guitar Center lays claim to music retailer first with launch of store floor AI shopping assistant

Guitar Center has launched Rig Advisor, claiming that the move makes it the first music retailer to introduce an AI powered shopping assistant directly onto the store floor.

Now live in locations in the US, Rig Advisor is a mobile-based tool that helps customers discover, compare, and explore gear in real-time by prioritising products available at that specific store location.

“Rig Advisor is like having a professional gear consultant in the palm of your hand, delivering lightning fast answers as you explore our music stores,” says Gabe Dalporto, CEO at Guitar Center. “It will turn our stores into tech powered music hubs where creativity, curiosity, and inspiration lead the way.”

Customers scan a QR code in-store, type in an artist, song, tone, or gear related question, and the solution delivers instant recommendations based on what is in stock at that specific location.

Don’t turn your back on the new @Epiphone limited-edition Les Paul Standard ’60s Quilt. This sparkling six-string features a cool Ocean Water Perimeter finish and deep, sparkling tones. Don’t miss your chance to reel one in, only at Guitar Center. pic.twitter.com/E7swL98Isn

— Guitar Center (@guitarcenter) July 26, 2025

2025 RTIH INNOVATION AWARDS

AI will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.