Can artificial intelligence help you find an outfit? Macy's is giving it a try.

Artificial intelligence has been widely hyped for its potential to transform a broad swath of industries, from cybersecurity to medicine. Now, we might start to get a clearer picture for how it could be used to change the way we shop. Macy's announced on Wednesday that it has teamed up with IBM Watson to use artificial intelligence as a customer service tool in 10 of its stores. The retailer dubbed the pilot program "Macy's On Call," and it will allow customers to type in questions on their phones and receive answers. Unlike some chatbots that can only regurgitate pre-programmed responses based on keywords, IBM Watson will learn over time to give better answers that are customized to individual stores.