Michaels reported early results from its new AI shopping assistant, showing customers who use the tool are twice as likely to buy compared to those using traditional search.
An assistant that plans parties and picks fabric
The retailer introduced Ask Mike in May, making it publicly available on July 21. Powered by Google’s Gemini Enterprise, the tool serves as a creative guide for shoppers working on projects like birthday parties, summer crafts, DIY curtains, or photo framing. Users describe their needs in full sentences, and the assistant provides product suggestions, color options, and budget advice.
Ask Mike operates within Michaels’ website and mobile apps. Since its launch, it has managed 75,000 conversations. The company developed the tool using Google Cloud’s Gemini Enterprise for Customer Experience, the same platform behind AI shopping features at Ulta Beauty, Macy’s, and The Home Depot.
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Heather Bennett, Michaels’ president and chief customer officer, explained the assistant helps shoppers move from inspiration to checkout. Traditional search requires customers to break ideas into keywords like “floral fabric,” forcing them to sort through results. Ask Mike allows them to ask, “Help me plan a space-themed party,” and immediately receive curated products and ideas.
The difference appears in the data. Shoppers engaging with Ask Mike convert at more than double the rate of those using standard search. About 27% of interactions result in a product link click or an item added to cart. Bennett added that users often bundle supplies—core materials and finishing touches—in one session, while traditional search typically attracts shoppers looking for a single item.
From concept to launch in six weeks
Paul Tepfenhart, Google Cloud’s global director of retail industry strategy, said Michaels built a production-ready AI assistant in just six weeks. Kapil Dabi, Google Cloud’s Americas lead for retail and CPG solutions, attributed the speed to Michaels’ existing cloud infrastructure and a well-prepared product catalog.
Dabi also highlighted the retailer’s deep understanding of its customers. For example, Michaels knew someone planning a birthday party would need balloons, tableware, and themed decor—details that shape the assistant’s responses. “Success depends on a clear vision of the customer experience,” he said.
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The assistant represents more than a search upgrade. It changes how shoppers interact with the brand. Instead of typing fragmented queries, they describe projects in natural language, and the AI delivers tailored suggestions. This simplicity may explain why users complete purchases at higher rates.
The tool’s performance reflects a shift: conversational AI is becoming the standard way shoppers engage with retailers. Dabi called it an era where discovery is faster, search feels more natural, and personalization builds loyalty. Google Cloud positions its AI, data analytics, and cloud platform as tools to create one-to-one experiences, turning every interaction into a potential sale.
Michaels has not released exact conversion rates for traditional search versus Ask Mike, but the difference has drawn attention. The assistant’s ability to guide shoppers through entire projects, rather than single-item searches, may drive the results. For now, the company is monitoring how customers adapt and whether the early trends continue as usage expands.