Guitar Center said it is using artificial intelligence (AI) to strengthen in-store sales training, rolling out its new Pitch Practice app internally to help associates rehearse customer interactions in real time.
The move, announced this week, highlights how the music retailer is modernizing its brick-and-mortar experience alongside its ecommerce operations.
Guitar Center is No. 115 in the Top 2000. The database is Digital Commerce 360’s ranking of the largest online retailers in North America. Digital Commerce 360 projects Guitar Center’s total ecommerce sales in 2025 will reach $869.17 million.
What Guitar Center’s Pitch Practice app does
In an email interview with Digital Commerce 360, CEO Gabe Dalporto described the Pitch Practice app and how it works on the sales floor.
Dalporto said Pitch Practice is “a voice-based AI-powered role-playing tool where our associates verbally interact with an AI emulation of a customer shopping for gear.”
The app works by simulating real conversations and assigning a score from 1 to 10 after each session, he explained. This is paired with feedback on strengths and areas for improvement. Associates and store leaders can also track their progress over time, he said, rather than relying on static training materials.
“It features adjustable difficulty to meet the associate where they are while helping to improve the fluidity and effectiveness of communication and selling abilities,” Dalporto stated. “Being voice-based is very important to us because it reflects how our associates engage with customers in real life, opposed to traditional training approaches that involve canned video content, text passages, and multiple-choice questions to measure retention.”
Dalporto said the app is built on a tech stack centered on a large language model (LLM) that processes speech and generates spoken responses. He did not disclose which model it runs on but said the processing is fast enough to create “a human-like flow.”
The rollout is now underway across Guitar Center’s stores nationwide, Dalporto said. Associates are encouraged to complete two sessions per day — once before they go on the sales floor and again midday — to reinforce training. Early enthusiasm has been strong, he assessed, with sales teams already comparing scores and trying to beat one another.
Guitar Center app builds on shopper-facing AI assistant
Pitch Practice marks Guitar Center’s second major AI initiative in the past six months.
In July, it launched Rig Advisor, an AI-powered shopping assistant now available online and in stores nationwide.
Rig Advisor helps shoppers discover, compare, and explore gear in real time, the company said, prioritizing inventory available at that specific store location. Shoppers can access the tool by scanning a QR code in store and typing in an artist, song, tone or gear-related question. The assistant then delivers instant recommendations based on what is in stock.
Rig Advisor is also accessible on GuitarCenter.com, where shoppers can ask text-based questions and receive tailored recommendations. In Digital Commerce 360’s own testing, the tool suggested age-appropriate beginner guitars, explained different guitar types and surfaced models currently available online.
More AI features planned for 2026
Dalporto said technology and training are core to how Guitar Center is improving the customer experience. He characterized AI as an organizational effort, not just a tech investment.
As part of that push, the retailer has “a roadmap of incredible cutting-edge features” planned for both Pitch Practice and Rig Advisor over the coming year, he said.
Some of those features will help associates practice customer service and deepen their gear knowledge, he said. In addition, they will train employees to better explain other services Guitar Center offers, including lessons, rentals and repairs.
“All of these will significantly improve the day-to-day experience of our associates and customers in our stores and contact centers,” Dalporto added.
Other retailers turn to AI for training and support
Guitar Center joins a growing list of retailers applying AI to the sales floor.
Lowe’s (No. 11 in the Top 2000 Database) rolled out Mylow Companion in May. The app is built into associate devices, according to the home improvement retailer. It offers quick access to product information, project guidance and inventory data across more than 1,700 stores.
Lowe’s said Mylow Companion is based on the same platform as Mylow, its customer-facing AI advisor launched earlier this year. Both tools were developed in collaboration with OpenAI, the retailer said.
Best Buy (No. 8 in the Top 2000) is also applying AI to support store employees. The retailer said associates and Geek Squad technicians now use AI tools for product recommendations, diagnostics and predictive service.
Best Buy is updating digital search as well. In May, the company said it is testing conversational search and smarter filtering on BestBuy.com, its mobile app and in-store screens, with a broader rollout expected before the 2025 holiday shopping season.
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