Macy's pilot AI-powered personal shopper for smartphones

US department store Macy's have announced the pilot of "Macy's On Call," a mobile web tool that allows customers to interact with an AI-powered platform, via their mobile devices. "Macy's On Call" leverages IBM's Watson technology, via Satisfi, an intelligent engagement platform, to deliver a first-of-its-kind solution that will enhance the customer in-store shopping experience at 10 test locations nationwide. The mobile companion, accessed via a mobile browser, allows customers to input natural language questions regarding each participating store's unique product assortment, services and facilities and receive a customized response to the inquiry. There are a number of ways that customers may request information. For example, a customer could type, "Where are the ladies shoes?" or type a combination of brand and product inquiry such as "INC dress," and they will receive the relevant response and location of that product in the store.