Michaels says Google-powered AI assistant doubles conversion rate of traditional search

One of the best-known arts and crafts retailers in the U.S. has lifted the curtain on how its new Google Gemini-powered AI assistant has performed so far.

Michaels formally announced “Ask Mike” — its first customer-facing AI shopping assistant — on July 21. Ask Mike aims to answer shopper questions and respond to prompts such as “Help me plan my kid’s birthday party,” “Kids’ summer craft ideas,” “I need fabric for DIY curtains,” and “I need a frame for my vacation photo.” It asks for details like project type, colors, materials and budget.

Ask Mike exists within the retailer’s website on desktop and mobile as well as its iOS and Android apps. The assistant has had 75,000 conversations since it quietly launched in May, according to Michaels. The company revealed that it built the tool using Google Cloud’s Gemini Enterprise for Customer Experience, a software package that other retailers such as Ulta Beauty, Macy’s and The Home Depot have used to create AI-powered shopping functions.

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