The Greek retail market is at the threshold of a structural transformation, with Public Group taking a leading role in introducing the "Edge AI era" into consumers' daily lives. This is not merely about selling new models; it is a coordinated strategic investment aimed at redefining our relationship with technology. As Artificial Intelligence moves from remote data centers directly into our devices' hardware, Public positions itself as the primary intermediary in this new digital world.
The Transition from Cloud to On-Device AI
Until recently, the AI experience for the average Greek user was limited to cloud-based applications such as ChatGPT or Google Gemini. However, 2026 marks the full dominance of AI devices. Public’s investment focuses on three main pillars: AI PCs, next-generation smartphones, and the smart home operating with local data processing. The significance of this shift lies in speed and privacy. When processing occurs on the device via specialized Neural Processing Units (NPUs), the user is not dependent on an internet connection, and personal data remains protected within the hardware.
Recognizing this trend, Public Group has already begun reshaping its product mix. On their store shelves, traditional computers are giving way to Copilot+ PCs, while smartphones now integrate features like real-time call translation and advanced image editing that goes beyond simple filters. The "Public Next" strategy is not just about products, but also about consumer education, as users are invited to understand why an AI-equipped device is more useful than a conventional one.
Investing in Customer Experience
The group's investment is not confined to the warehouse. Public is investing in a new retail model where testing AI capabilities becomes a central part of the buying experience. Through dedicated "AI Zones," consumers can see firsthand how AI can organize their schedule, edit their videos, or optimize energy consumption in their homes. This approach is crucial for the Greek market, where personal contact and product demonstration remain strong factors in purchasing decisions.
- Specialized staff trained in AI technologies.
- Partnerships with leading manufacturers like Apple, Samsung, and Microsoft for exclusive showcases.
- Creation of a support service ecosystem for configuring AI devices.
The goal is clear: demystifying Artificial Intelligence. For many, AI remains an abstract concept. Public aims to make it a tangible tool that solves problems, from drafting an email to home security. This move is expected to breathe new life into the consumer electronics market, which has been seeking a new replacement cycle after the saturated pandemic period.
Economic and Social Implications
From an economic standpoint, Public’s move is perfectly logical. AI devices tend to have a higher Average Selling Price (ASP), which boosts profit margins. At the same time, a new need for hardware upgrades is created, as older systems lack the necessary computational power to run local Large Language Models (LLMs). This creates a massive opportunity for the retail sector in Greece, which is called to manage a demand that is no longer "quantitative" but "qualitative."
"Artificial Intelligence is no longer a feature of the future, but the essential tool of the present. At Public, we invest in bringing this technology into the hands of every Greek, in a simple and meaningful way."
However, the challenge remains digital inclusion. As AI devices become the standard, there is a risk of creating a new digital divide. Public seems to realize this, offering financing and trade-in programs so that access to top-tier technology is not a privilege of the few. The integration of AI into daily life through Public represents a bet on whether Greek society is ready to embrace the 4th Industrial Revolution at the consumer level.
