US department store Macy's has tapped artificial intelligence to help shoppers navigate stores.

Starting Wednesday, July 20, 2016, the retailer will introduce its new shopping assistant in the form of a pilot program called "Macy's On Call" -- a website that can be accessed on a mobile browser and provides shoppers with answers to basic questions, WWD reported.

The answers are powered by IBM's Watson and its developer partner Satisfi, which is described as a location-based intelligent engagement platform, which will provide responses to basic questions such as: "Where can I pick up in the store?", before directing customers to download the Macy's app for price checks.

The "Macy's On Call" pilot will be available in 10 test locations in the US, with the first five -- Bethesda, MD.; Woodbridge, NJ; Portland, OR.; Arcadia, CA and Miami -- to be treated as "base learning stores," and an additional five in Short Hills, NJ; Atlanta and Buford, GA; North Miami, FL; and Garden City NY, to also allow the customer to request a face-to-face interaction with a Macy's associate. Select stores will also feature a Spanish-language feature.

The first phase of the pilot program is expected to continue through fall 2016.