Mubasher: Dubai-based retail giant Majid Al Futtaim on Tuesday announced that it has partnered with US technology company, I.AM+, founded by music artist, will.i.am, in a bid to boost its digital transformation.

Majid Al Futtaim would access the Los Angeles-based company’s Omega platform, a conversational and contextual voice assistant powered by artificial intelligence (AI), according to a statement.

“Our partnership helps us to tap into the true potential of AI, where Omega will allow us to better understand our customers and introduce the most personalised shopping experience,” Majid Al Futtaim’s CEO Alain Bejjani said.

The platform, which engages consumers in conversational and contextual style interactions, would offer the two parties a new level of experiential retail at various touchpoints.

“We believe that both the retail and finance industries will be among the sectors that benefit most from Omega and the voice computing revolution,” will.i.am said.

Under the partnership, I.AM+ also announced a coalition of retailers, brands and service providers, which would offer a privately designed neutral voice AI platform.

Al Futtaim was the first retail conglomerate to join the coalition, known as the ARC.