Ace Hardware launches AI assistant Hey ARMA for in-store associates

Ace Hardware announced on Apr. 28 the launch of 'Hey ARMA,' an artificial intelligence-powered assistant designed to help store associates provide real-time information and guidance to customers across its nationwide locations.

The introduction of Hey ARMA is aimed at improving customer service by equipping Ace’s red-vested employees with instant access to product knowledge, project advice, and recommendations. The tool operates through a handheld device, allowing staff to focus more on helping customers directly rather than searching for answers.

"At Ace, we believe technology should make the customer experience better by helping our people do what they do best," said Andy Enright, Senior Vice President, Retail Strategy & Operations at Ace Hardware. "Hey ARMA gives our associates the information they need in the moment, so they can spend less time searching for answers and more time engaging with customers in a meaningful way."

According to Ace Hardware, Hey ARMA supports various scenarios within stores such as product comparisons and answering project-related questions—even assisting customers with items purchased elsewhere. Bill Wygal, owner of Bill’s Ace Hardware in California, said: "After 78 years in the hardware business, Hey ARMA is one of the most impactful changes we’ve ever made to elevate the customer service experience. With the push of a button, our associates can quickly locate products, understand what they do, and confidently recommend the right solutions for our customers."

The company said that this technology reflects its broader commitment to investing in frontline teams while embracing innovation that strengthens human service. Enright added: "Ace retailers have always set themselves apart through service, expertise, and trust. Our goal with Hey ARMA is to reinforce those strengths at scale... another way we’re delivering on our promise to be the most helpful hardware store on the planet."

Hey ARMA is currently active in over 2,300 Ace Hardware stores nationwide with plans for further expansion as part of Ace’s long-term strategy.