Macy's embeds AI into core business systems

Key takeaway

• Macy's is redesigning its core business systems to embed AI directly into decision-making, rather than adding it on top of existing workflows.

• This "AI-first" philosophy—being adopted across retail—aims to make the company move faster and personalize customer experiences by default, with early successes in search recommendations and customer engagement now scaling into conversational shopping tools.

3 Key Points

FAQ

What is Ask Macy's and how does it work?

Ask Macy's is an AI-powered shopping assistant designed to act more like a personal stylist than a traditional search bar. Customers can describe what they need conversationally—for a prom, vacation, or last-minute event—and receive curated recommendations informed by their past purchases, preferences, and context.

How does Macy's AI-first approach differ from how retailers used AI before?

Rather than layering AI onto existing workflows, Macy's is embedding intelligence directly into systems that include personalization, search, operational planning, and software development itself. This redesign compresses the gap between gathering a signal and taking action, allowing the business to move faster.