SM Supermalls Boosts Modernization with Cleaning Robots

SM Supermalls Boosts Modernization with Cleaning Robots

April 19, 2025

Shopping centers have evolved into the premier tertiary location where the digital realm intersects with the physical world.

SM Supermalls is increasing its investments in technology, such as employing cleaning robots and implementing self-checkout kiosks, to enhance efficiency and elevate the shopping experience for customers. Despite the quick growth of online retail, people continue to frequent physical stores. e-commerce growth.

Not so long ago, many believed that shopping centers were becoming obsolete, with e-commerce gaining prominence and physical retail locations seen as outdated," SM Supermalls President Steven Tan questioned at the Retail Asia Summit 2025 held in Manila this past March. "However, is this truly what’s happening?

Tan mentioned that the largest mall operator in the Philippines receives visits from approximately 5.2 million customers each day. He also noted that online shopping currently makes up just 7.5% of all transactions in the country of Southeast Asia.

“The future of retail isn’t about one replacing the other,” he said. It’s about how online and offline come together to create something even better.”

In an effort to boost both the shopping experience and ease of use for customers, SM Supermalls is updating all 87 locations across the Philippines along with their eight sites in China. They have introduced AI-driven assistants, self-service checkout options, and interactive digital displays. Additionally, they've incorporated automated cleaning units, EV chargers, and assistive technologies like screen reading software.

SM Supermalls has implemented self-checkout stations at prominent stores like Decathlon and Pull &Bear, and they are testing interactive digital kiosks at certain outlets.

It has introduced Sam, an AI-powered concierge, along with the Cyber Crew, which consists of virtual influencers aiming to connect with a younger audience.

At its main location at the Mall of Asia (MoA), SM has set up various digital screens such as the MOA LED 360 – which boasts being the biggest cylindrical LED display in the Philippines – along with an expansive 1,500 square meter interactive area called the HUB, surrounded by a massive 2,500 square meter LED wall.

The Watsons' School Point 2.0 outlet at MoA features holographic assistants along with AI-driven skin analysis technology, a setup that Tan referred to as "the store of the future for wellness and beauty."

“The question was never really ‘Will AI replace retail?’ but ‘How will AI enhance retail?’” he said. “These are the few questions for us to reflect on.”

In addition to retail, the firm is broadening its development projects. The MOA Sky, which spans across 55,000 square meters atop the building, includes a soccer field compliant with FIFA standards, an outdoor theater, and solar panel installations.

The net income of SM Prime Holdings, Inc., which oversees SM Supermalls, climbed by 14% last year to $797.6 billion (P45.6 billion) compared to the previous year. Revenues also went up by 10%, reaching $2.5 billion (P140.4 billion). Malls contributed 55% towards total sales.

"Malls are not merely shopping destinations anymore; they have become realms for experiences, exploration, and interaction, acting as the perfect tertiary setting where the digital and physical domains blend effortlessly," according to Tan.

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