Michaels launches 'Ask Mike' AI shopping assistant on Google Cloud's Gemini

On July 21, 2026, Michaels announced the launch of Ask Mike, an AI-powered shopping assistant built with Google Cloud's Gemini Enterprise for Customer Experience. The tool is now live on Michaels.com and available on iOS and Android mobile apps, accessible on both desktop and mobile devices.

Ask Mike represents a departure from traditional keyword-driven search. Rather than filtering by product category or typing specific item names, shoppers describe their creative vision or project need in conversational language, and the assistant delivers personalized, curated product recommendations in real time. The system is designed to transform the shopping experience from a search task into a guided dialogue that connects customer inspiration with specific products in Michaels' inventory.

Since its May release, Ask Mike has demonstrated strong adoption and engagement. The assistant has fueled nearly 75,000 conversations within weeks. Over 60% of those interactions are focused on product discovery across Michaels' online assortment, rather than customer service or account-related queries. Shoppers are using Ask Mike for a broad range of creative and celebratory needs: party planning (e.g., "help me plan my child's birthday party"), DIY materials (e.g., "I need a fabric for DIY curtains"), and finding finishing touches for creative projects. This breadth of use cases demonstrates that Ask Mike is being adopted as a versatile creative assistant, not merely a transaction tool.

Heather Bennett, president and chief customer officer at Michaels, stated: "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. 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."

Paul Tepfenhart, global director of Retail Industry Strategy & Solutions at Google Cloud, highlighted the rapid deployment: "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. 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."

Michaels' deployment of Ask Mike reflects a broader shift in retail toward AI-driven discovery over traditional search. The company built the assistant on Google Cloud's Gemini Enterprise for Customer Experience, a platform designed specifically for retail interactions. The tool's core innovation is moving beyond keyword filtering—instead of customers typing product names or category terms, they describe their intent (a creative project, an event need) and receive curated recommendations. This conversational approach addresses a real friction point: in a retail environment with abundant choice, shoppers often struggle to articulate what they want before they see it.

The engagement metrics underscore the appeal: nearly 75,000 conversations in the weeks following the May launch, with over 60% centered on product discovery rather than customer service or complaints. That concentration on discovery suggests Ask Mike is being used as a creative brainstorming partner, not just a transaction facilitator. Heather Bennett, president and chief customer officer at Michaels, frames the tool as a "personalized creative partner," which aligns with the brand's identity as a destination for creativity and celebration. Google Cloud's observation that the system moved from concept to production in six weeks also signals organizational velocity—a notable competitive advantage if other retailers face longer deployment cycles.

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