Macy’s tests artificial intelligence tool to improve service

New York / AP

Macy’s is testing a mobile tool using artificial intelligence that lets shoppers get answers about the store they’re in — like where a particular brand is located or what’s in stock — that they would normally ask a sales associate face-to-face.
The tool, which the nation’s largest department store chain calls a “mobile companion,” can be accessed through a browser and will accept questions in 10 US locations about products, services and facilities, in natural language.
It’s developed by IBM Watson — the Jeopardy-winning “cognitive computing” service — and is customized by location.
The technology is designed to keep learning more about the store’s customers, a key element as Macy’s seeks to improve the experience shoppers have at its stores and distinguish itself from online portals and specialty retailers.
Macy’s is a mid-range chain of department stores owned by American corporation Macy’s, Inc. It is one of two divisions owned by the company, with the other being Bloomingdale’s. As of January 2014, the Macy’s division operates 789 department store locations.