Macy's has begun trialling Macy’s On Call, a mobile web tool that enables its customers to interact with an artificial, intelligence-powered platform through their mobile devices.

The tool leverages IBM Watson through intelligent engagement platform Satisfi to provide a solution that will boost in-store shopping experience for customers at the retailer's ten test locations in the US.

The mobile tool can be accessed though a mobile browser and enables customers to input questions on the participating store's product assortment, services and facilities and receive a customised response.

Under the pilot, Macy’s is also including a Spanish language feature that will serve a wider section of its customer base.

"With an eye towards innovation, we are moving fast to test and scale up pilot programmes that help enhance their experience with us."

Macy's chief growth officer Peter Sachse said: “At Macy’s, we remain focused on identifying, testing and supporting new ideas and approaches that will help elevate service to our customers through technology.

"With an eye towards innovation, we are moving fast to test and scale up pilot programmes that help enhance their experience with us.

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“This programme, in partnership with Satisfi and leveraging the power of IBM Watson, will help us explore new ways to engage one-on-one with customers in-store, providing them another level of service right at their fingertips.”

At all ten test locations, customers can visit / storehelp on their mobile browser to engage with an in-store companion.

The first phase of Macy’s On Call is expected to run through late 2016.