What: Real estate giant SPG is investing in AI tools in order to enhance visitors’ experience and ability to find what they are looking for.

Why it is important: The benefits for all / needed investment to achieve this might be extremely good for SPG, especially if it eases the life of the retailers leasing space in its malls. For that reason, department stores should look at these initiatives.

Simon Property Group has launched "HolidAI," an AI-based tool to assist shoppers in finding gifts at its properties, starting at Roosevelt Field in New York and Del Amo Fashion Center in California. This tool, powered by ChatGPT 4.0, will be operated by staff, known as "HolidAI helper elves," using tablets to ask AI-generated questions to help customers locate items in the shopping centers. Besides assisting shoppers, these helpers will also entertain with impromptu dances and songs every weekend until December 23.

Simon is expanding its use of technology in retail, having previously introduced the Simon Search tool for locating in-stock items across its properties. This initiative is part of a broader trend of retailers like eBay, Amazon, Google, and Walmart integrating AI into retail. The National Retail Federation has released principles to guide retailers in the ethical and effective use of AI technology.

Simon Property Group introduced AI in malls