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Simon offers free personal shoppers – with help from AI

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Simon is using AI to help shoppers find holiday gifts.

Simon Property Group is equipping teams of “helper elves” at select properties with an artificial intelligence (AI)-based gift finder tool.

Set to launch at marquee Simon properties in New York and Los Angeles on Black Friday, Nov. 24, the Simon "helper elves" will be on site and ready to assist shoppers with instant help from ChatGPT 4.0-powered “HolidAI” gift finding technology that is connected to a customized database of retailer-specific gift ideas.

The HolidAI “helper elves” will be positioned throughout the centers to engage shoppers in conversations designed to pinpoint in-mall gift ideas. Utilizing computer tablets, the helper elves will lead shoppers through a short series of predictively personalized, AI-generated questions. When not helping shoppers, the helper elves will put on impromptu singing and dancing performances.

Simon will roll out its HolidAI Gift Finder experience at Roosevelt Field in Garden City, N.Y., and Del Amo Fashion Center in Torrance, Calif., on Nov. 24, and recur every Saturday and Sunday through Dec. 23. Activation hours will be 11 a.m. to 5 p.m. local time.

"Shopping at our centers during the holiday season is always festive and we are excited to make the experience extra special this year with our Simon 'helper elves' who will be using customized AI technology to make gift finding easier for busy shoppers," said Simon chief marketing officer Lee Sterling. "As holiday shoppers engage with our lively, knowledgeable helper elves, they will experience the thrill of pinpointing just the right gift thanks to the latest advancements in AI." 

"We know our shoppers crave connecting in real life and finding joy in discovering the new and different," said Sterling. "Our HolidAI Gift Finder experience not only elevates gift giving in a new and engaging way, it's another special holiday memory waiting to be made."

The HolidAI gift finder tool follows Simon’s expansion of its Simon Search platform to its The Mills and Premium Outlets properties in May 2023. This search platform is designed to give shoppers the ability to research in-stock products available at participating retailers located within a Simon property.

Headquartered in Indianapolis, Simon Property Group is a real estate investment trust engaged in the ownership of premier shopping, dining, entertainment and mixed- use destinations and an S&P 100 company. The company operates properties across North America, Europe and Asia. 

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