Developed in partnership with IBM Watson, the tool frees up staff and provides shoppers with helpful information as they navigate stores

Chain department store Macy’s just announced Macy’s On Call, an in-store shopping assistant powered by artificial intelligence, developed in partnership with IBM Watson and intelligent engagement platform Satisfi, to deliver an innovative solution to enhance the in-store shopping experience.

The cognitive mobile web tool will help shoppers get information while navigating 10 of the stores around the United States participating in this pilot. It allows customers to input natural language questions regarding specific products, departments, services and facilities, and in turn receive a customized response. The initiative is based on the idea that consumers are increasingly likely to turn to their smartphones than they are to an associate at a physical store.

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