TLDR
- SoundHound jumps 6% to $8.35 as Sales Assist debuts for retail teams
- Sales Assist gives real-time in-store prompts, speeding upgrades and bundles
- Polaris powers fast voice AI in noisy stores, linked to CRM and billing tools
- Enterprise agent platform expands in Europe with MCP and A2A support
- MWC Barcelona demos highlight voice commerce, service tools, and rapid setup
SoundHound AI (SOUN) shares advanced today as its stock climbed 6% to $8.35 and held strong near session highs. The company introduced its new Sales Assist agent for retail teams and confirmed its debut at MWC 2026. The launch strengthened expectations for wider enterprise adoption and expanded use of real-time voice technology in physical stores.
Sales Assist Expands Real-Time AI Support in Retail
SoundHound AI unveiled Sales Assist as a new in-store agent built to support floor staff during customer conversations. The system analyzes spoken interactions with consent and provides instant prompts that guide upgrade checks, bundles, and compliance steps. Teams can use the tool on any device with a microphone and screen, which streamlines tasks that normally require multiple systems.
The agent uses SoundHound’s Polaris technology to process speech quickly in noisy retail spaces. The system connects to CRM, billing, promotions, and product catalogues, and it orchestrates several AI agents at once. Retail teams therefore receive accurate suggestions at the exact moment the customer needs support.
The company positioned Sales Assist as a way to remove friction across high-volume stores where speed matters. Staff no longer pause to open several platforms or manually calculate complex options. SoundHound AI expects the system to increase efficiency, shorten transaction times, and raise engagement on the sales floor.
Enterprise Agentic Platform Expands Across Europe
SoundHound AI also showcased its broader enterprise agentic platform designed for large organisations. The platform coordinates multiple AI agents that manage tasks across voice, SMS, chat, email, smart devices, and vehicles. Hundreds of companies already use the system to automate workflows across different customer channels.
The platform supports MCP and A2A protocols, which enable agents to communicate and complete multi-step operations. Businesses can select pre-configured agents, add custom agents, or integrate third-party systems into one environment. This approach allows teams to scale AI interactions without rebuilding core infrastructure.
SoundHound AI emphasized that voice technology now plays a larger role in enterprise customer engagement. The company stated that real-time voice systems increasingly drive task completion on the front line. The platform therefore supports organisations seeking simpler workflows and stronger operational consistency.
MWC Barcelona Spotlights New AI Commerce and Service Tools
SoundHound confirmed a full demonstration of Sales Assist at MWC Barcelona from March 2–5. Attendees will test scenarios that show how the agent manages eligibility checks, trade-in logic, and cross-sell prompts. Additional showcases include AI systems built for complex service needs in telecom and retail environments.
The company will also present its agentic voice commerce platform for the European market. This system enables users in vehicles to order food, make bookings, pay for services, and handle daily tasks by speaking. Demonstrations will show how voice agents coordinate orders and payments without relying on manual input.
SoundHound plans to offer an interactive setup area where teams can build AI agents within minutes. The company said the tool highlights how rapid deployment supports faster adoption across several industries. SoundHound processed nearly 30 million AI-driven retail and telecom interactions in 2025, which sets the foundation for expanded use in 2026.
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