Peet's Coffee Partners with SoundHound AI to Power In-Store Employee Support

New voice AI-powered agent helps Peet's baristas access critical information hands-free

Mar. 19, 2026 at 1:49pm

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Peet's Coffee, one of the country's leading specialty coffee brands, has partnered with SoundHound AI to deploy the company's Employee Assist voice AI agent across its U.S. retail footprint. The intelligent, always-on agent uses natural speech to provide Peet's baristas with instant access to information on beverage recipes, nutrition details, operational procedures, and troubleshooting - empowering employees and enhancing the customer experience.

Why it matters

This partnership highlights how voice AI technology can optimize operational efficiency and create a more supported environment for retail employees. By giving Peet's baristas hands-free access to critical information, the company is able to reduce training time, eliminate the need to constantly reference manuals, and provide real-time assistance to handle customer inquiries and issues.

The details

The Employee Assist agent, branded as 'BaristAI' at Peet's, is now live across the company's core U.S. retail footprint and will expand to all Peet's coffee bars nationwide. Employees can access the agent via a headset microphone or digital tablet to get step-by-step guidance on beverage preparation, look up nutrition details, learn operational procedures, and troubleshoot equipment issues. The technology is built to withstand the fast-paced retail environment and becomes an on-the-job training aid for new hires.

  • The partnership between Peet's Coffee and SoundHound AI was announced on March 19, 2026.
  • The Employee Assist agent is now live across Peet's core U.S. retail footprint and will expand to all Peet's coffee bars across the United States.

The players

SoundHound AI, Inc.

A global leader in voice and conversational AI that delivers solutions to enable superior customer experiences.

Peet's Coffee

One of the country's leading specialty coffee brands, founded in Berkeley, California in 1966 and known for its artisanal, high-quality roasts.

Gordon Bitter

Senior Vice President of Retail at Peet's Coffee.

James Hom

Chief Product Officer and Co-Founder of SoundHound AI.

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What they’re saying

“At Peet's, we're dedicated to delivering a top-tier customer experience, and that starts with empowering our employees with the knowledge and confidence they need to do a great job. With SoundHound's Employee Assist agent, we're giving our first-class teams access to all the information they need to deliver the best food and customer support – it's like having a digital expert in every barista's ears.”

— Gordon Bitter, Senior Vice President, Retail, at Peet's Coffee

“Peet's Coffee is an iconic brand, known for its commitment to craft and quality. We're proud to partner with them to showcase how voice AI can not only optimize operational efficiency but also create a more supported and seamless environment for employees. When you empower a team with instant, hands-free knowledge, it directly translates into a better experience for every customer who walks through the door.”

— James Hom, Chief Product Officer and Co-Founder of SoundHound AI

What’s next

The Employee Assist agent will continue to be rolled out to all Peet's coffee bars across the United States in the coming months.

The takeaway

This partnership demonstrates how voice AI technology can enhance the employee experience and customer service in the fast-paced retail environment of specialty coffee shops. By providing Peet's baristas with instant, hands-free access to critical information, the company is able to empower its teams, reduce training time, and deliver a superior experience for customers.