Dubai Future Foundation (DFF) has teamed up with Majid Al Futtaim, the leading retail, leisure, and lifestyle group in the Middle East, Africa, and Asia, to launch robotics pilot at City Centre Mirdif, where two avatar-style robots assist visitors in navigating the mall.
This marks a key step in exploring the role of robotics in enhancing everyday experiences in shopping centers, hotels, and entertainment destinations – making them more intuitive, connected, and human.
Khalifa Al Qama Executive Director – Dubai Future Labs, an initiative of DFF
“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. 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.”
This robotics pilot highlights Majid Al Futtaim’s broader vision to reimagine the future of customer experience through responsible AI and emerging technology. The initiative focuses on using real-time feedback and live interactions to inform practical applications of robotics in retail.
From wayfinding and accessibility to enhanced service response and operational efficiency, the City Centre Mirdif initiative marks the first phase of a multi-stage journey to scale people-first, AI-enabled solutions across Majid Al Futtaim’s portfolio. This supports the group’s wider digital transformation strategy to enhance customer experiences.
Fuad Mansoor Sharaf, Managing Director of Majid Al Futtaim Shopping Malls in the UAE, added that, “We are proud to see City Centre Mirdif at the forefront of innovation with this unique robotics pilot in collaboration with Dubai Future Foundation. This is a natural next step in our journey to deliver smarter, more responsive retail environments that prioritize people. From wayfinding assistance to creating memorable experiences, we believe emerging technology – when used responsibly – can meaningfully elevate how customers engage with our destinations. This is only the beginning for us in this line of innovation.”
The pilot comes as part of large research collaboration between Dubai Future Labs (DFL) and Osaka University, under Japan’s Moonshot Research and Development Programme – supported by the Japan Science and Technology Agency.
The program seeks to establish an “Avatar-Symbiotic Society” by 2050, where advanced robotics enables people to transcend physical and spatial limitations.
Furthermore, Dubai Future Foundation (DFF) DFF and Majid Al Futtaim are addressing the legal, ethical, and societal implications from the outset, ensuring that the integration of technology is both responsible reflective of community needs and values.
By introducing robotics in public settings, this partnership marks a key step toward making advanced technologies more accessible, meaningful, and trusted.
