In a pioneering move set to redefine the retail experience, the Dubai Future Foundation (DFF) has partnered with Majid Al Futtaim to launch a live robotics pilot at City Centre Mirdif. The initiative, a first-of-its-kind in the region, places avatar-style robots directly in a high-traffic shopping environment to assist visitors with navigation and customer service.
This innovative pilot is part of a broader collaboration aimed at exploring how robotics can enhance daily interactions in shopping centres, hotels, and entertainment venues across Dubai. The trial marks a significant shift from traditional lab-based testing to real-world applications, offering valuable insights into how humans and machines can coexist in public spaces.
The project falls under the Dubai Robotics and Automation Programme, an initiative designed to accelerate the adoption of advanced technologies across key sectors. Khalifa Al Qama, Executive Director of Dubai Future Labs, highlighted the strategic importance of the partnership, stating: “By deploying robotics in public areas, we’re reinforcing Dubai’s position as a leader in future-ready urban development.”
Majid Al Futtaim, a leading name in retail and lifestyle in the Middle East, Africa, and Asia, sees the pilot as a step toward reimagining the customer experience through technology. The company’s broader vision focuses on using real-time interaction and feedback to drive responsible innovation. Rather than implementing new technologies for novelty, the emphasis is on practical applications that improve convenience, efficiency, and engagement.
Fuad Mansoor Sharaf, Managing Director of Majid Al Futtaim Shopping Malls in the UAE, said: “City Centre Mirdif is proud to be at the forefront of this robotics pilot. This is a significant step in creating smarter, more responsive retail environments that put people first.”
The pilot is also part of an international research collaboration with Osaka University under Japan’s Moonshot Research and Development Programme. This ambitious programme aims to build an “Avatar-Symbiotic Society” by 2050, where advanced robotics allow people to overcome physical and spatial boundaries.
In addition to the technical deployment, both DFF and Majid Al Futtaim are actively addressing legal, ethical, and societal considerations from the outset. By ensuring that emerging technologies are responsibly integrated, the initiative seeks to build public trust and deliver meaningful value.
As the programme evolves, the partners plan to expand AI-enabled solutions across Majid Al Futtaim’s wider portfolio, ushering in a new era of connected, human-centric innovation in retail.
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