Michaels is completing the rollout of a new AI-powered shopping assistant built with Google Cloud’s Gemini Enterprise for Customer Experience that the retailer reported already is generating customer engagement.
The “Ask Mike” assistant helps consumers move beyond standard search-driven tasks into a guided, creative dialogue, Michaels maintained. Shoppers can simply describe their creative vision and instantly receive highly curated, personalized recommendations. Michaels designed “Ask Mike” to give consumers the means to quickly discover the right products when they shop and spark new ideas based on Michaels’ extensive assortment.
From the AI assitant’s initial rollout, which started in May, Michaels shoppers already have begun leveraging the tool to help them address creative and celebratory needs, with more than 60% of interactions focused on product discovery across Michaels’ wide online assortment, the company noted. Users are treating “Ask Mike” as a versatile creative assistant, turning to it for everything from party planning advice to completing projects with the right finishing touches, the retailer added. This ability to share specific, intent-driven requests is transforming the online shopping experience into a personalized conversation that helps shoppers move from inspiration to action, Michaels stated.
“In just a few weeks, ‘Ask Mike’ has fueled nearly 75,000 conversations, with our community using the tool for everything from party planning to finding the right materials for their first punch-needle pillow,” said Heather Bennett, Michaels president and chief customer officer. “As the destination for creating and celebrating, we’re committed to meeting our customers exactly where they are. ‘Ask Mike’ is more than just a search tool; it’s a personalized creative partner for our customers so they can find what they need to bring their unique visions to life.”
