Kuwait’s 360 MALL launches AI chatbot

Kuwait-based Tamdeen Group’s 360 MALL has launched an artificial intelligence (AI)-driven, bilingual chatbot called ‘Nouf’, which makes it easier for customers to engage with the shopping mall.

360 MALL customers now have instant access to ‘Nouf’ who can talk to them in both Arabic and English, via a range of the region’s most popular social media and digital platforms without having to download apps. Once Nouf’s number is stored, customers can immediately talk to her, at any time of the day or night, on WhatsApp or via Facebook and Webchat.

“We’re using transformative and game-changing AI technology to make our customer experience and journey as simple and easy as possible, which is a winning combination for our visitors and our tenants alike,” said Aram Mkrtchyan, deputy general manager – marketing for 360 MALL. “Nouf is currently in its beta version and will continue to evolve and develop to better serve our customers.”

Chatting to ‘Nouf’ is almost like talking to a friendly, human personal assistant, through the use of AI. “This means ‘Nouf’ can listen carefully to customers, understand their precise needs and provide far greater insight on the brands and services available than is provided on standard, script-fed chatbots, which are usually just a re-run of website text,” added Mkrtchyan. “What’s more, ‘Nouf’ has a bright and witty personality, which makes her fun to talk to.”

For instance, on learning of a customer’s food preferences, ‘Nouf’ can make dining recommendations, or she can suggest brands for certain items and give directions to any store, restaurant or facility from the precise place in the mall the visitor is communicating from. ‘Nouf’ can also direct customers to specific outlet types, provide their contact numbers and website addresses and guide shoppers through 360 MALL’s many event and entertainment options.

360 MALL’s investment in ‘Nouf’ is part of its ongoing aim of setting a new standard for the shopping experience and the entire customer journey.

Though ‘Nouf’ is a beta-chatbot under test mode with 360 MALL, there are already plans to further extend her range. “We are embracing the convenience of the conversational commerce era ensuring customers will no longer have to send enquiries via e-mails or call our customer service to obtain information from the mall. We are committed to providing customers with a more interactive experience as a first stop on the way to full digitisation and gamification of shopping,” Mkrtchyan explained.