The Macy’s department store in the US has launched a mobile shopping assistant designed to help shoppers as they make their way through the shop. Named “Macy’s On Call”, the service is available in ten stores across the US and is currently at the pilot stage. Created in association with IBM’s Watson platform, customers can use the app to ask questions about the shop or find a particular department. Macy’s On Call uses a form of artificial intelligence to allow it to act as a sales assistant, answering questions using natural language and providing feedback. Macy’s Group Vice President of Digital Media Strategy, Serena Potter, said that it wanted to “improve the shopping experience”, whilst also announcing that the app would soon be adding a Spanish language feature.