US retailer Macys has begun trialing a mobile tool instore called Macys On Call.

Powered by Watson, the AI device allows consumers to ask questions and have help navigating round the store or directing them to certain departments such as the beauty sector.

The latest development in mobile technology is being piloted in 10 stores and uses Watson’s Natural Language Classifier API and Satisfi, which is an intelligent engagement platform.

Speaking to The Drum, David Kenny, General Manager of IBM Watson, said, “Bringing Watson into a retail store setting presents an opportunity to engage with the consumer on a variety of levels. This particular use case takes Watson beyond helping consumers evaluate purchasing decisions, and influences another, equally important aspect of the in-store experience – ease of use in locating products, facilities and services.”

Meanwhile Don White, Satisfi’s Chief Revenue Officer, said, “The entire Satisfi team is delighted to be working with such an iconic brand as Macy’s to leverage the power of IBM Watson on this exciting project. The combination of Satisfi’s location-based, intelligent engagement software, with the cognitive learning capabilities of IBM’s Watson, has helped us build a powerful and comprehensive tool to enhance the in-store shopping environment.”