SM Group has employed its first in-mall customer service robot, at SM Megamall.

Named Sam, the AI humanoid robot is designed to help customers with directions and information about the latest mall deals, promotions and events.

“Innovation is what SM strives for in providing better customer service to all and we are proud to introduce our latest innovation yet,” said Steven Tan, SM Supermalls COO.

“Sam is easy to approach and has answers to almost everything SM mall related, making shopping more seamless and fun for our customers.”

Equipped with an advanced face-recognition technology, Sam can also make personalised greetings to customers at Mega Atrium, Mega Fashion Hall and Bank Drive.

Customers can also chat with Sam through the SM Supermalls Facebook page 24/7 to get information on branch locations, mall schedules and promotions.

Created in partnership with the Cal-Comp Technology, Sam will be upgraded with more functions to provide a more fun and engaging shopping experience.