The Michaels Companies Inc. worked with Google Cloud to debut its artificial intelligence (AI) assistant, Ask Mike, in May. Now, the Toys & Hobbies retailer has early data on how its online shoppers have been using the digital tool.
Built using Google Cloud’s Gemini Enterprise for Customer Experience, Ask Mike appears on Michaels.com, where the assistant offers feedback to prompts in a familiar chat-style interface, with discovery as Michaels’ most cited use case.
The Michaels Companies is No. 93 in the Top 1000 Database. That database includes Digital Commerce 360’s ranking of North America’s largest online retailers.
How Michaels shoppers use its AI assistant
“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, president and chief customer officer at Michaels. “As the destination for creating and celebrating, we’re committed to meeting our customers exactly where they are.”
Since the AI assistant’s release, 60% of its interactions have been related to online product discovery, Michaels shared. The retailer cited examples of prompts such as “help me plan my child’s birthday party” and “I need a fabric for DIY curtains” as types of input it received.
“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,” Bennett stated.
Where Ask Mike fits into Michaels’ ecommerce plans
“Michaels has been building on Google Cloud for years, and Ask Mike is a direct result of that strong foundation — a testament to what’s possible when deep infrastructure investment meets the power of Gemini Enterprise for Customer Experience,” said Paul Tepfenhart, global director for retail industry strategy and solutions at Google Cloud.
In the future, Michaels plans to enhance Ask Mike with features including product overviews, as well as integrated prompts on product pages.
“Seeing a retailer move from concept to a production-grade AI in just six weeks is a signal of where the industry is heading,” Tepfenhart added. “Michaels is showing what it looks like to put AI at the center of the shopping experience, not just as a service tool, but as a true driver of discovery and conversion.”
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