# Mall-Navigating Chatbots IBM's E.L.F. Chatbot Helps Consumers Navigate the Massive Mall of America By Joey Haar | Published 2017-01-18 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/mall-of-america References: [baselinemag](http://www.baselinemag.com/crm/chatbot-ai-help-mall-engage-guests-build-brand.html) & [satis.fi](https://www.satis.fi/?pageID=2252) The [Mall of America](https://www.trendhunter.com/trends/starbucks-in-osaka) in Bloomington, Minnesota, is the largest shopping complex in North America. With over 520 retailers, 50 restaurants, 14 movie theaters, two hotels, an indoor theme park, and a museum, the mall has enough square footage to fit nine Yankee Stadiums. In order to help consumers navigate this colossal space, Mall of America teamed up with [IBM](https://www.trendhunter.com/trends/watson-assistant-1) and Satisfi to create [E.L.F.](https://www.trendhunter.com/trends/elf-beauty-and-roblox), a chatbot that can design personalized itineraries. E.L.F. is an acronym that stands for 'Experiential List Formulator.' Its goal is to help those at Mall of America find the right experience for them -- be it shopping, sightseeing, dining, or some combination of the three. The chatbot offers a simple interface, similar to what most consumers will be accustomed to through text messaging platforms. By selecting options or chatting, it will structure a guide for one's time at the mall. E.L.F. is available via the Facebook Messenger app, a browser page, or kiosks in Mall of America. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 37% | Activity: 46% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **Mall-chatbot Integration:** Opportunity for other malls and shopping complexes to implement chatbots for personalized customer experiences and navigation. - **Personalized Itineraries:** Growing trend of using technology to create customized recommendations and itineraries for consumers in large retail spaces. - **Conversational Commerce:** Increasing adoption of chatbots and messaging platforms for retail and customer service interactions. ### Who This Affects Most - **Shopping Complexes:** Opportunity for other shopping complexes and malls to enhance customer experiences and improve navigation with chatbot integration. - **Technology:** Potential for tech companies to develop innovative chatbot solutions that can be integrated into retail and customer service environments. - **Retail:** Opportunity for retailers to adopt chatbot technology to enhance customer interactions, provide personalized recommendations, and improve navigation. ## Related on Trend Hunter - [AI Grocery Assistants](https://www.trendhunter.com/trends/albertsons-3.md) - [In-Store AI Stylists](https://www.trendhunter.com/trends/sketchers-luna.md) - [Furniture Retailer AI Chatbots](https://www.trendhunter.com/trends/billie-1.md) - [Deal-Finding Chatbot Features](https://www.trendhunter.com/trends/chatgpt-shopping-assistant.md) - [AI-Generated Shopping Campaigns](https://www.trendhunter.com/trends/shopping-campaign.md) - [GenAI Retail Chatbots](https://www.trendhunter.com/trends/store-companion.md) - [Southeast Asian E-Commerce Chatbots](https://www.trendhunter.com/trends/lazada.md) - [Multi-Brand Virtual Malls](https://www.trendhunter.com/trends/virtual-mall.md) - [GenAI Virtual Shoppers](https://www.trendhunter.com/trends/virtual-shopper.md)