Michaels launches Ask Mike AI shopping assistant

Michaels announced the launch of Ask Mike, an AI shopping assistant, in a press release on Tuesday. The tool was built in partnership with Google Cloud using Gemini Enterprise for Customer Experience and is now live on Michaels' website.

Ask Mike was developed from concept to production-grade AI in only six weeks, according to Paul Tepfenhart, global director of retail industry strategy and solutions at Google Cloud. The assistant provides personalized product recommendations and creative guidance based on shoppers' natural language descriptions rather than keyword filtering. Shoppers have used the tool with queries like "help me plan my child's birthday party" and "I need a fabric for DIY curtains."

In just a few weeks, Ask Mike has generated nearly 75,000 conversations. 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 additional features in the future, including AI-generated product overviews and contextual prompts added to product pages.

Michaels' move reflects a broader industry trend. Ulta Beauty and Macy's have also built AI assistants using Google's Gemini platform, while Lowe's partnered with OpenAI to create its Mylow AI adviser. For Michaels specifically, the timing aligns with its strategy to capture market share following the closures of Party City and Joann. Last year the company launched two new in-store concepts—The Party Shop and the Knit & Sew Shop—and announced plans to grow its party product assortment by 60% in 2024, including items from brands like Hello Kitty, Stitch, and Bluey.

Michaels' Ask Mike represents a broader trend among retailers adopting generative AI shopping assistants to improve customer experience and differentiate from e-commerce competitors. The tool was built using Google Cloud's Gemini Enterprise for Customer Experience, the same platform powering similar assistants at Ulta Beauty and Macy's, while Lowe's chose OpenAI's technology for its Mylow adviser. The rapid six-week development timeline suggests that enterprise AI deployment has become faster and more accessible for major retailers.

The timing of Ask Mike's launch is strategically significant for Michaels. Following the shuttering of Party City and Joann, Michaels has been repositioning itself as a destination for both party supplies and craft materials. Last year the company introduced two in-store concepts—The Party Shop and the Knit & Sew Shop—and committed to growing its party product assortment by 60% this year. An AI assistant that helps customers discover products through natural language queries ("help me plan my child's birthday party," "I need a fabric for DIY curtains") directly supports this expansion by making it easier for shoppers to find the expanded offerings.

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