Magnit Cosmetic will introduce wiretapping of sellers' dialogues with customers in stores and their analysis using AI

As TAdviser discovered, Magnit decided to introduce a voice analytics system in the stores of Magnit Cosmetic, the largest cosmetic network in Russia. The company announced qualification selection among potential suppliers of such a decision on February 4, 2026^[1].

It follows from the published technical assignment that Magnit Cosmetic requires a software and hardware complex, the main functional purpose of which is to control and identify certain models of behavior of buyers and employees, record and analyze events, as well as build analytical reports in different time, situational, geographical and other sections. The document states that we are talking about an AI analysis of the consultations held.

𝓲

Фото: pch.vector/Freepik

The user cycle of working with the system is laid down as follows: employees spend a working day on regular business processes, buyers use the services of Magnit Cosmetic regularly, while the system records the behavior of both. When custom trigger actions are detected, the system saves the information to its database with the ability to further build reports.

It is assumed that for recording speech, employees will wear special audio pages with the ability to wirelessly transfer data to the platform for subsequent analysis. Automatic transfer of files to the platform should be carried out at least 1 times a day.

The required quality of recording the dialogue between the seller and the client - 95% of the dialogue should be clearly heard, provided that they are located at a distance of no more than 1 meter from each other. Also, among the requirements - the system should provide simultaneous operation of at least 2 thousand devices with the possibility of scaling.

Among the requested capabilities of the system are the search for the number of key phrases found in the transcriptions of dialogs and their variations, the ability to fix the number of clients served by an employee, the ability to divide the record into dialogs separately with each client, analyze dialogs to identify the reasons for performing or failing to fulfill ethics and deontology tasks, and much more.

The server infrastructure of the executor must be used to deploy the system. Among the requirements for a potential solution provider is the experience of implementing projects to implement voice analytics using audio page equipment for at least two years.

The introduction of speech analytics in Magnit Cosmetic looks like another step within the framework of Magnit's general course to improve customer experience and increase customer loyalty. To do this, the retailer is systematically introducing new digital technologies. At the end of 2024, he reported, among other things, on the creation of a retail technology laboratory for testing new solutions and improvements in the operating model of retail outlets. Here, as indicated in the annual report of Magnit, a new approach to the formation of an assortment based on AI models, optimization of the discreteness of supplies, mechanisms for auto-ordering goods, the creation of digital store doubles, etc., is being tested.

Magnit Cosmetic has been leading in terms of turnover among Russian cosmetic chains for several years. In 2024, its revenue reached 226.9 billion rubles, an increase of 13% over the year. And according to the results of the first half of 2025, the company reported revenue in the amount of 115.6 billion rubles with an increase of 6.2% year-on-year. At the end of 2024, the Magnit Cosmetic chain consisted of more than 8 thousand retail outlets.

Notes