Mall of America debuts AI-powered concierge agent
Mall of America is deploying a new artificial intelligence-powered tool to better assist its guests – including in dozens of languages.
The massive retail and entertainment complex in Bloomington, Minn., has unveiled Mallie, an AI-powered digital concierge designed to help guests explore the property through natural conversation. Available on Mall of America's website and mobile app, Mallie aims to streamline the guest experience with tailored recommendations, visual content and multilingual support.
Designed by retail technology provider Coniq, Mallie draws on Mall of America-approved information to answer questions about the destination’s 500-plus stores and restaurants, plus attractions, entertainment, events, deals and services.
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Guests can type or speak open-ended questions to plan an itinerary, find a specific location or discover something new. Responses may include imagery to help guests explore more visual options and plan their visit.
To serve a wide range of visitors, Mallie automatically detects and responds in approximately 60 languages, allowing users to communicate in their preferred language without changing settings or switching to a separate experience.
Mallie also integrates with MOA Insiders, the property’s loyalty program. Authenticated members can quickly access account-specific information, including point balances and available deals and rewards, without navigating multiple sections of the website or mobile app.
“Mall of America is an incredibly dynamic destination, with something new to discover around every corner,” said Jill Renslow, chief business development and marketing officer at Mall of America. “Mallie brings together the information and inspiration guests need, whether they are planning a visit from home or exploring the property. It is another way we are using technology to create a more seamless, personalized guest experience.”
At 5.6 million square feet, Mall of America is the largest shopping and entertainment complex in North America with up to 500 retail stores and restaurants, in addition to several entertainment venues.
