Mall Of America Launches AI-Powered Chatbot For The Holidays

  • November 29, 2017 at 4:50 PM EST
  • By Klaudia Tirico
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The Mall of America has made it easier to navigate and shop its 5.6 million-square-foot space during the holidays, with the launch of a new, AI-powered chatbot in partnership with Satisfi Labs. Customers can interact with the bot on the Mall of America web site, mobile app, Facebook page and even as an Amazon Alexa skill.

The chatbot is Satisfi Labs’ first fully integrated retail location bot using multiple data feeds over different customer touch points, to answer consumers’ questions in natural language. The bot is capable of offering gifting and food recommendations and can answer questions about attractions and events happening at the Mall.

The chatbot also can:

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  • Provide directions to all stores, restaurants, attractions and services, based on the user’s current location;
  • Answer customer inquiries on deals and holiday events in the mall;
  • Recommend the mall’s top gift items and brands, as well as directing the user on where to shop the brands; and
  • Connect consumers with a human concierge in real time if an ongoing AI conversation requires more information.

Mall of America’s 2017 chatbot seems like a fairly significant upgrade from its 2016 holiday pilot AI program, which the mall dubbed E.L.F. (Experiential List Formulator). Through a partnership with IBM, shoppers were able to speak to E.L.F. via Facebook Messenger or online, to receive general suggestions on ways to spend time at the mall. 

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