Michaels launches Ask Mike AI-powered shopping assistant

Michaels Inc. announced the launch of Ask Mike, a new AI-powered shopping assistant built with Google Cloud’s Gemini Enterprise for Customer Experience. Now live on Michaels.com, the tool streamlines the digital shopping experience by delivering real-time, personalized creative guidance – turning the path from inspiration to purchase into a seamless conversation, the company claims. The function is available on desktop, mobile, or the iOS or Android app.

Since its release in May, shoppers are leveraging the tool for a wide spectrum of creative and celebratory needs, with more than 60% of interactions focused on product discovery across Michaels’ wide online assortment. Users are treating Ask Mike as a versatile creative assistant, turning to it for everything from party planning – like “help me plan my child’s birthday party” – to finding the perfect finishing touches, such as “I need a fabric for DIY curtains.” This ability to share specific, intent-driven requests demonstrates how Ask Mike is transforming the online shopping experience into a personalized conversation that helps shoppers move from inspiration to action.

“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 & chief customer officer at Michaels. “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.”

“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, Retail Industry Strategy & Solutions, Google Cloud. “Seeing a retailer move from concept to a production-grade AI in just six weeks is a signal of where the industry is heading. 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.”