Dubai Future Foundation and Majid Al Futtaim pioneer real-world robotics pilot at City Centre Mirdif, redefining customer experience with responsible AI
In a groundbreaking move that brings advanced technology into the heart of everyday life, the Dubai Future Foundation (DFF) has partnered with Majid Al Futtaim—the region’s leading retail, leisure, and lifestyle conglomerate—to launch a first-of-its-kind robotics pilot in a shopping mall. The initiative, set in City Centre Mirdif, marks a significant stride in deploying AI and robotics to enhance customer experience in real-time, outside of controlled environments and directly into vibrant community spaces.
Real-world innovation, real-time results
Unlike conventional robotics research confined to laboratories, this pilot engages directly with the public. Two avatar-style robots are currently helping shoppers navigate City Centre Mirdif, offering wayfinding assistance and interactive services. The project is part of the Dubai Robotics and Automation Programme, an ambitious initiative aimed at integrating next-generation technologies across Dubai’s strategic sectors.
“By deploying robotics in high-traffic public spaces, we’re reinforcing Dubai’s position as a regional and global leader in building a future-ready city,” said Khalifa Al Qama, Executive Director of Dubai Future Labs.
This trial seeks not to replace human roles but to augment and redefine them, using real-time feedback and live interactions to shape how AI can make shopping environments more intuitive, connected, and human-centric.
A people-first approach to AI
The initiative also reflects Majid Al Futtaim’s commitment to building smarter, more responsive retail ecosystems. According to Fuad Mansoor Sharaf, Managing Director of Majid Al Futtaim Shopping Malls in the UAE, this is the “natural next step” in enhancing customer experience through responsible technology.
“From wayfinding assistance to creating memorable experiences, we believe emerging technology—when used responsibly—can meaningfully elevate how customers engage with our destinations,” he said.
The City Centre Mirdif pilot represents phase one of a larger digital transformation strategy, which aims to scale AI-enabled, customer-focused solutions across the group’s diverse portfolio of properties.
Powered by global collaboration
This initiative is also part of a broader international research partnership between Dubai Future Labs and Osaka University under Japan’s Moonshot Research and Development Programme, supported by the Japan Science and Technology Agency. The long-term vision: establishing an “Avatar-Symbiotic Society” by 2050, where humans can transcend physical boundaries through advanced robotics.
Ethical tech for a better future
Importantly, the partnership is not only about cutting-edge robotics but also addresses legal, ethical, and societal considerations from the outset. By focusing on community values and responsible innovation, DFF and Majid Al Futtaim are setting a benchmark for how advanced technologies can be safely and meaningfully integrated into public life.
With AI robots now walking among Dubai’s shoppers, the emirate is once again demonstrating its commitment to shaping a future that is as technologically sophisticated as it is human-centered. And this, as both partners emphasize, is just the beginning.
