Meet SAM–the Robot who is always “Happy To Serve”

Last week, I got invited to the opening of SM Megamall newest dining hub called “Eat Together.” Located at the 2nd Floor of Building A, its actually like a food park inside the mall– only more comfortable and with a lot more dining options. You can choose from a lot of different food stalls that serve a variety of Asian cuisine.

I arrived a bit late (well what’s new?) so I kind of missed the program, but I was surprised that the guests weren’t taking a lot of pictures of the food, instead they were all clumped together something which I couldn’t make out at first. I thought it was another new kind of self operating kiosk or some other vending machine at first.

It was only when I came closer that I realized why the people were quite excited. There was a robot–a talking, walking–I mean rolling, robot that was chatting and answering their questions.

It’s name was SAM, an artificial intelligent (Al) humanoid robot programmed to deliver a smoother, more personalized and efficient interaction with customers. SAM is part of a series of innovations designed to improve customer malling experience, and is the country’s first ever in-mall smart nobot.

SAM is designed to help with directions and provide mall information about the latest deals, promos and events. You can either type in your search or verbally ask SAM your query. You can ask for a store location, check out the ongoing mall events and sale, and even check out the movie schedule.

It is equipped with an advanced face recognition technology, it can also make personalized greetings to customers once they enter the mall.

Customers can also chat with SAM through the SM Supermalls Facebook page. It serves as a 24/7 online concierge that can provide information like branch locations, mall schedules and promos, to name a few.

“Innovation is what SM strives for in providing better customer service to all and we are proud to introduce our latest innovation yet,” said Steven Tan, SM Supermalls COO. “SAM is easy to approach and has answers to almost everything SM mall related, making shopping more
seamless and fun for our customers.”

SM Megamall is just the first to deploy SAM but these AI assistants will be coming soon to other SM malls.

SAM was created in partnership with the Cal-Comp Technology (Philippines), which is a leading provider of electronic and original design manufacturing services.

So the next time you are in SM Megamall, drop by Mega Atrium, Mega Fashion Hall. or Bank Drive and say hi to SAM for a more fun, convenient, and exciting malling experience!

For more information, visit SM Supermalls’ official website at or its Facebook, Twitter and lnstagram accounts: @smsupermalls.