American Dream: a 14-day pilot

American Dream in the New Jersey Meadowlands is one of the largest retail and entertainment centers in the country. On a floor that size, most first-time guests have one person to ask for directions: a security guard. We wanted to know what would change if every corridor had a concierge instead.

The gap

Your highest-spending guests are often your most lost. First visit, limited English, and the highest spend intent in the building. They want to find the store, redeem the offer, and catch the event, and there is no one on the floor to ask. Every unanswered question is a store not visited and a sale not made. You cannot buy what you cannot find.

So we placed a single human-piloted Starlife robot on one floor for fourteen days, stationed near the Hasbro Game Room, and measured what happened.

What the robot did

The robot is not autonomous. A trained pilot saw, heard, and spoke through it live, with an AI cockpit surfacing store information, hours, and live promotions the moment a guest asked. It greeted guests in their own language, answered their questions, and walked them to the tenant they were looking for. No app, no kiosk, no line to wait in.

The results

Over fourteen days, on a single floor with a single robot:

• 2,222 guest engagements. Guests stopped and talked, 53 seconds each on average. That is not a screen people walk past.
• 638 guests directed to the Hasbro Game Room. The robot did not just point. It walked them there.
• $3,000 in incremental revenue for the tenant, from visits the robot referred.

Four times the redemption of a street team

To measure referral quality, we handed out coded coupons for the Hasbro Game Room and compared redemption against a controlled baseline: a human street team working the same floor.

Guests the robot referred redeemed at 35.4%. The human street team's coupons redeemed at 8.0%. That is a 4x higher redemption rate, from one robot covering the whole floor instead of a fixed booth or a roaming promoter.

Better than a guest-services booth, on every line

• Coverage. A booth sits in one spot. The robot roams the whole floor.
• Hours. A booth is staffed in shifts. The robot runs every operating hour, seven days a week.
• Languages. A booth speaks one or two. The robot speaks more than 30, switched mid-sentence.
• Insight. A booth captures nothing. Every question the robot is asked is logged and reported back.
• Your effort. A booth means hiring, training, and turnover. With the robot, we bring the pilot. You provide an outlet.

Want the same on your floor? Book a demo.