Robots to begin helping shoppers navigate UAE malls in tech-first pilot at City Centre Mirdif

Dubai: The future of shopping in the UAE is getting a high-tech twist: Shoppers visiting City Centre Mirdif may soon find themselves guided not just by mall maps or help desks, but by avatar-style robots designed to offer real-time assistance.

In a first-of-its-kind collaboration, Dubai Future Foundation (DFF) has teamed up with Majid Al Futtaim, the UAE’s leading retail group, to explore how robotics can blend into everyday retail life. And unlike most futuristic tech trials confined to labs, this one is happening in the middle of one of Dubai’s busiest malls, with actual shoppers.

As part of the pilot, two robots are now roaming the mall floors, helping visitors find their way and offering a glimpse into what shopping could look like in the near future. But this is about more than novelty. The aim is to learn—from real-time shopper feedback—how robots can improve the retail experience in ways that are practical, people-first, and scalable.

“This partnership with Majid Al Futtaim falls under the Dubai Robotics and Automation Programme, which was launched to drive the development, testing, and adoption of advanced technologies across Dubai’s key sectors,” said Khalifa Al Qama, Executive Director of Dubai Future Labs.

“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.”

The initiative taps into Majid Al Futtaim’s broader digital transformation efforts. The group is not just experimenting with new tech for innovation’s sake—it’s using live trials to design real-world solutions that make malls more intuitive, responsive, and accessible.

From improved customer service and wayfinding to operational efficiency, the pilot is just phase one in a longer journey toward integrating AI-enabled systems across the group’s retail, leisure, and entertainment spaces.

“This is a natural next step in our journey to deliver smarter, more responsive retail environments that prioritise people,” said Fuad Mansoor Sharaf, Managing Director of Majid Al Futtaim Shopping Malls in the UAE. “From wayfinding assistance to creating memorable experiences, we believe emerging technology—when used responsibly—can meaningfully elevate how customers engage with our destinations.”

Interestingly, the pilot is also tied to international research. The robots at City Centre Mirdif are part of a joint project between Dubai Future Labs and Osaka University, under Japan’s Moonshot Research and Development Programme. This ambitious initiative aims to build an “Avatar-Symbiotic Society” by 2050, where advanced robotics help people overcome physical and spatial limitations.

Beyond the tech, both DFF and Majid Al Futtaim are making it clear that responsibility and community alignment are priorities. Legal, ethical, and societal implications are being addressed from the outset, ensuring that technology serves—not disrupts—public life.

So for UAE residents, the next time you’re out shopping, don’t be surprised if the person helping you find the food court… isn’t a person at all.