Mall of America has introduced an AI-powered digital concierge called Mallie, designed to help guests discover and explore the destination through natural, conversational interactions.
Available on Mall of America's website and mobile app, Mallie enhances the visitor experience with personalised recommendations, visual content and multilingual support.
Designed by retail technology provider Coniq, Mallie draws on Mall of America-approved information to answer questions about its 500-plus shops and restaurants, as well as its attractions and events.
At 5.6 million square feet, Mall of America is the largest shopping and entertainment complex in North AmericaMOA
Guests can type or speak open-ended questions to plan an itinerary, find a location, or discover a new experience. Additionally, Mallie can automatically detect and respond in approximately 60 languages.
“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.”
Enhanced guest experiences
At 5.6 million square feet, Mall of America is the largest shopping and entertainment complex in North America, offering major attractions such as the Nickelodeon Universe indoor theme park.
Mall of America recently revealed how it is transforming Gen Z brands, fandoms and cultural trends into location-based entertainment (LBE) experiences, like pop-ups and retail destinations.
"Gen Z may discover what’s next online, but they still want to experience it together in the real world," said Renslow.
"We see it in the response to digital-first brands, collectible culture, K-pop events and highly shareable dining experiences."
