Las Vegas Shopping Complex Debuts Chatbot With Personality

Visitors to the Miracle Mile Shops at Planet Hollywood Resort & Casino in Las Vegas now can interact with an AI-powered shopping guide through Facebook Messenger whenever they need better information to enhance their shopper journey. The chatbot, “Jules,” showcases a witty and sassy personality designed to reflect the mall’s audience of chic and lively shoppers.

Jules is available 24/7 to address a variety of guest inquiries that pertain to the center’s stores, restaurants and shows, and can provide specific answers based on where users are in the 475,000-square-foot mall.

The chatbot can provide operational information about Miracle Mile Shops such as parking and security; suggestions of where to shop for certain items; food and beverage options nearby; and unique information for upcoming events or shows.


Shoppers can send a message to “Miracle Mile Shops Las Vegas” on Facebook Messenger to activate the chatbot. An example of an exchange would continue with “Hey there, I’m Jules, your Miracle Mile Shops’ expert. I know pretty much everything there is to know about my fave place to shop, so fire away!”

When a shopper asks the chatbot, “What are your hours, Jules?” it replies, “Fashion never takes a vacay. Miracle Mile Shops is open 365 days a year, from 10a-11p Sunday through Thursday, and 10a-midnight Friday and Saturday.”

Miracle Mile Shops developed the AI-powered platform in conjunction with Satisfi Labs. The Miracle Mile Shops team trained the system to be more of an “experience” than a typical information system for consumers, crafting Jules to interact with the consumer the same way a human brand ambassador would.

“We came up with 300 responses that Jules has set right now to different questions,” said Wendy Albert, Senior Director of Marketing at Miracle Mile Shops in an interview with Retail TouchPoints. “We wanted to make sure that we could at least start off a conversation with her, and she’ll get smarter as she goes. When customers ask questions that she doesn’t know the answer to, Satisfi is monitoring the responses so that we can provide the most information that we can.”

Jules understands approximately 30,000 versions of shopper requests, with the machine learning system updating every 24 hours, according to Don White, CEO and Co-Founder of Satisfi Labs. The machine learning adapts to questions and comments from Miracle Mile consumers, as well as shoppers at other locations within the Satisfi Labs network.

“It really is a constant process of both adding new content and also understanding unique content,” White said. “The experience you have with Jules today could be very different than 30 days from now.”

Satisfi Labs has a history deploying AI platforms for shopping centers, having launched a similar chatbot for the Mall of America ahead of the 2017 holiday season. That chatbot could recommend the mall’s top gift items and brands, direct the user on where to shop the brands, and connect consumers with a human concierge in real time if an ongoing AI conversation required more information.

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