---
title: Macy's Launches In-store Shopping Assistant Powered by IBM's Watson AI Tech
description: Macy’s tests “Macy’s On Call,” a mobile tool that enables consumers to get answers to questions from an artificial intelligence platform, developed by IBM
image: http://connect.regencycenters.com/hubfs/blog-files/macys-on-call-app-666x333.jpg
---

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# Macy's Launches In-store Shopping Assistant Powered by IBM's Watson AI Tech

[Industry News](https://connect.regencycenters.com/blog/author/industry-news)

July 22, 2016

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Macy's is testing a mobile tool using artificial intelligence that lets shoppers get answers customized to 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.

![Close-up of woman holding an iPhone while using Macy's mobile tool](http://connect.regencycenters.com/hs-fs/hubfs/blog-files/macys-on-call-app-666x333.jpg?width=666&height=333&name=macys-on-call-app-666x333.jpg "macys-on-call-app-666x333.jpg")  
The tool, which the nation's largest department store chain calls a "mobile companion," can be accessed for now through a browser and will accept questions in 10 U.S. locations about products, services and facilities. It uses natural language and offers feedback in seconds.

It's developed by IBM Watson — the Jeopardy-winning "cognitive computing" service and is designed to keep learning more about the store's customers. That's a key element as Macy's seeks to spur sluggish sales, make being at the store more enjoyable and distinguish itself from online portals and specialty retailers.

*This is an excerpt from [this full article](http://www.businessinsider.com/ap-macys-tests-artificial-intelligence-tool-to-improve-service-2016-7?r=UK&IR=T) posted on BusinessInsider.com*

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