Branded Avatar Copilots

Branded Avatar Copilots: Did Woolworths Group Forget How Shoppers Actually Shop?

The rise of branded avatars as interactive copilots is reshaping how brands engage with customers. These avatars are meant to simplify user journeys, provide intuitive support, and create recognisable emotional connections with customers.

Take Woolworths’ recent soft launch of Olive, their in-app assistant designed to help shoppers find items in-store. While the idea of solving the “where is this product?” problem is noble, the execution raises questions about whether it truly addresses real customer behavior.

What They Did:
Olive relies **only** on voice queries, which might seem like a natural solution on paper—but in practice, it’s anything but. Imagine being in a crowded supermarket and asking out loud, “Where are the adult diapers?”

It’s uncomfortable, impractical, and frankly, awkward for many people. In an era where social norms increasingly value discretion, expecting users to speak publicly into their phones feels like a misstep.

What They Should've Done:
Olive could have been designed as a silent, text-based navigation tool paired with visual cues like augmented reality. Imagine a guided path appearing on your screen—quick, private, and frictionless. By creating a solution aligned with real customer behavior, Woolworths could’ve avoided making Olive feel like a digital version of Clippy and instead redefined in-store convenience.

Enter Duolingo’s Duo

Duo has become a shining example of how branded avatars can strike the perfect balance between functionality and relatability. It’s not just a mascot; it’s a trusted companion that engages users with humor, emotion, and seamless interaction. Duo doesn’t force you to interact in ways that feel unnatural—it works with you, enhancing the experience while respecting your context.

This is where Olive could truly shine—with a relatable, discreet, and intuitive approach to solving customer problems. Imagine an Olive that not only guides but also charms and gives recommendations based on past shopping, creating an experience that customers actually enjoy.

The lesson? Great ideas only work when executed with the customer’s actual journey in mind.

The future of branded copilots lies in solving problems intuitively, without making users feel uncomfortable or self-conscious. Avatars should meet people where they are, not force behaviors that feel unnatural.

What do you think—is Olive a step forward or a missed opportunity? Is Olive the new Clippy?

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