An interactive system adapted for use in a shopping venue, comprises: an interactive and intelligent source of information, for example supplemental information related to articles available for selection by shoppers in a shopping venue, and not otherwise available to the shoppers during shopping; and, a plurality of interactive, mobile apparatus which shoppers can move throughout the shopping venue and use for transmitting queries to the interactive source of information and use for receiving information transmitted from the interactive source of information, whereby shoppers can receive information useful for evaluating the articles when making article selection decisions, and at least some of the received information can be formulated to influence the article selection decisions. At least some of the information transmitted to the shoppers can be responsive to the queries. An artificial intelligence unit can evaluate the queries and select information for inclusion in responses to the queries.