Since it was released on michaels.com in May, Michaels’ new AI-powered shopping assistant has had nearly 75,000 conversations with customers planning everything from parties to crafting projects.
Ask Mike was built with Google Cloud’s Gemini Enterprise for Customer Experience, and is designed to help shoppers navigate the site with personalized guidance, according to a news release.
Shoppers can describe their creative vision — such as, “I need a fabric for DIY curtains” — to the agent and receive recommendations on desktop, mobile or the Michaels app for iOS and Android.
“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,” said Heather Bennett, Michaels President and Chief Customer Officer, in a statement.
“Seeing a retailer move from concept to a production-grade AI in just six weeks is a signal of where the industry is heading,” said Paul Tepfenhart, Google Cloud’s Global Director, Retail Industry Strategy and Solutions, in a statement. “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.”
Looking ahead, Michaels plans to expand Ask Mike with AI-driven product overviews and contextual prompts integrated into product detail pages.
Michaels has been expanding its offerings as part of its ongoing turnaround efforts under the Apollo Global Management Inc. umbrella and the leadership of Michaels CEO David Boone, who joined the company in February 2025. Following the bankruptcy filings of competitors Party City and Joann, Michaels added shop-in-shops that feature party accessories and fabrics. Michaels has also revamped its loyalty program.
