Michaels Unveils AI Shopping Assistant Powered by Google Cloud

Michaels has introduced Ask Mike, an artificial intelligence shopping assistant that helps customers find what they need to create their unique vision. The tool uses Google Cloud’s Gemini Enterprise for Customer Experience.

The AI-powered agent at the heart of Ask Mike lets users describe their creative ideas and get instant recommendations. This is a big change from traditional keyword filtering, where shoppers were stuck with generic results. Instead, Ask Mike guides them through a conversation to find what they’re looking for.

Since its launch in May, customers have been using Ask Mike to discover products and plan events like birthday parties. About 60% of interactions so far are focused on finding specific items that meet their needs. It’s clear people like having a personalized creative partner at their fingertips.

The majority of users rely on Ask Mike as a tool for brainstorming ideas or getting advice on materials and projects. For instance, they might ask about choosing the right fabric for curtains or get guidance on creating a punch-needle pillow.

Heather Bennett, Michaels’ president and chief customer officer, says Ask Mike is more than just a search function – it’s designed to be a creative partner that helps customers bring their ideas to life. The launch of this AI-powered assistant comes as businesses start embracing the power of artificial intelligence in commerce.

Research by PYMNTS Intelligence shows most online shoppers rely on AI when researching purchases. They expect human support, data protection, and clear ways to cancel or reverse a purchase before making a payment. This is why Ask Mike’s ability to provide personalized guidance and manage loyalty programs is so appealing – it meets those expectations head-on.

The benefits of using AI assistants like Ask Mike are many: they can help personalize offers, improve customer loyalty, boost repeat purchases, and simplify shopping experiences for merchants. However, there are also concerns around pricing, fraud prevention, liability rules, and protecting customer data when working with these agents.