Dive Brief:
- Michaels announced the launch of an AI shopping assistant, dubbed Ask Mike, the retailer said in a press release on Tuesday.
- The assistant provides personalized product recommendations and creative guidance based on shoppers’ descriptions.
- The tool was first released in May and was created with Google Cloud’s Gemini Enterprise for Customer Experience. It is now live on the retailer’s website.
Dive Insight:
Ask Mike was developed from concept to a production-grade AI in only six weeks, according to Paul Tepfenhart, global director of retail industry strategy and solutions at Google Cloud.
So far, shoppers have prompted Michaels’ AI assistant using queries like “help me plan my child's birthday party” and “I need a fabric for DIY curtains,” the company said.
“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,” Heather Bennett, president and chief customer officer at Michaels, said in a statement. “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.”
The retailer plans to release more features for the tool in the future, including AI-generated product overviews and contextual prompts added to product pages.
Along with Michaels, more retailers are building their own AI assistants with the help of major tech companies. While Ulta Beauty and Macy’s have also tapped Google’s Gemini platform for their respective AI assistants, Lowe’s teamed up with OpenAI to create its Mylow AI adviser.
Since the shuttering of Party City and Joann, Michaels has moved to snap up their leftover market share.
Last year, Michaels introduced two new in-store concepts: The Party Shop and the Knit & Sew Shop. In May, the company said it would grow its party product assortment this year by 60%, including items from brands like Hello Kitty, Stitch and Bluey.