There are days when our mood is not at its best, imagine having to smile out of obligation. AEON, one of the largest supermarket chains in Japan, has implemented a system of artificial intelligence called ‘Mr Smile’ to evaluate the smiles of its employees in its 240 stores nationwide. This system, which measures the facial expression and tone of voice of workers, has sparked a debate about workplace treatment and harassment in Japan.
The Mr Smile system uses artificial intelligence to monitor employee smiles using more than 450 parameters. In addition to assessing facial expression, the system considers the volume and tone of voice used when interacting with customers, awarding a score to each employee. AEON has incorporated gamification elements to encourage competition between employees and promote a more dynamic work environment.
The company claims that during a three-month trial in eight stores, employee attitudes improved by up to 1.6 times. The aim is to “standardise employee smiles and maximise customer satisfaction”. However, this system has sparked controversy in a country where the treatment of workers is a sensitive issue. According to a recent survey, almost half of 30,000 unionised employees in Japan have reported harassment by customers.
Critics of the system argue that forcing workers to smile according to a standard is a form of harassment. They say that “smiles should be beautiful and sincere, not treated as a product.” Some respondents believe that “using a machine to standardize people’s attitudes sounds cold and stupid.”
The use of AI to monitor employees is not new in Japan. In May 2023, the company NeuroSpot introduced ‘BaristaEye’, a system that monitors both employees and customers in coffee shops, controlling staff actions and preventing fraud. It also analyses customer behaviour, providing instant alerts to quickly address any dissatisfaction.
Such initiatives are not unprecedented in Japan. McDonald’s has been offering free smiles on its menu for decades, although some customers have abused this service by insistently demanding smiles. In response, the chain launched the ‘No Smiles’ campaign to raise awareness about respect for its employees, which resulted in a significant increase in job applications.