The O2 introduces self-served bars powered by Amazon technology

The O2 is rolling out self-service bars powered by Amazon’s Just Walk Out Technology.

The entertainment venue’s investment is designed to reduce queue times at the arena and joins existing innovations including self-order kiosks and self-pour drinks stations.

The self-serve bars will allow guests to pick up their drinks and snacks, tap with a contactless payment and exit without the need for a traditional checkout.

Amazon’s solution uses technology including computer vision and artificial intelligence to determine what item has been picked up by the customer and charge them accordingly.

The self-serve area will be manned by up to six staff members who will be replenishing drinks, on hand to answer customer queries and asking ID of any guest purchasing alcohol who looks under the age of 25.

The O2 – which works with Levy UK + Ireland, part of Compass Group to create and manage its F&B concepts – is planning to open further self-serve bars in the future, with a second site set to launch later this year.

Adam Pearson, commercial director, the O2, said: “Our strategic investments in technology are guided by our commitment to creating seamless experiences that our guests really value.

“The integration of Amazon’s Just Walk Out technology is a direct result of our ongoing efforts, alongside our hospitality partner Levy UK + Ireland, to listen to our guests and implement solutions that meet their expectations for convenience and efficiency at every touchpoint. As the world’s leading venue, we don’t stand still and the fan experience will always be a priority for us.”

Rak Kalidas, chief creative officer, Levy UK + Ireland, added: "Our collaboration with the O2 and Amazon is a powerful example of how we are working together to innovate and enhance the fan experience. This project underscores our dedication to leveraging technology to meet the evolving needs of today’s entertainment venues."