Artificial intelligence is quickly becoming one of retail’s most important competitive advantages, and Michaels is the latest major retailer to embrace that shift. The arts and crafts retailer has officially launched Ask Mike, an AI-powered shopping assistant designed to help customers discover products, plan projects, and receive personalized recommendations through natural conversation rather than traditional keyword searches. The initiative represents a significant step toward making online shopping feel more like speaking with an experienced in-store associate than browsing an endless catalog.
Built using Google Cloud’s Gemini Enterprise for Customer Experience, Ask Mike was developed remarkably quickly, moving from concept to a production-ready solution in just six weeks. Instead of requiring shoppers to know exactly what product they need, the assistant allows customers to describe their creative goals in everyday language. A parent planning a birthday party can ask for decoration ideas, while a DIY enthusiast can request recommendations for the best fabric to make custom curtains or supplies for a first crafting project. The AI then interprets the request and recommends products tailored to that specific need.
Early customer adoption suggests there is meaningful demand for this type of shopping experience. Since its initial rollout in May, Ask Mike has already generated nearly 75,000 customer conversations. Michaels reports that roughly 60% of those interactions revolve around product discovery, demonstrating that shoppers are increasingly comfortable using conversational AI instead of relying solely on filters, search bars, or browsing through multiple categories.
This launch also highlights a broader transformation taking place across retail. AI is evolving beyond customer service chatbots and becoming an active sales and merchandising tool. Retailers are now investing in systems capable of understanding intent rather than simply matching keywords. For specialty retailers like Michaels, where customers often begin with an idea rather than a specific product, conversational AI can bridge the gap between inspiration and purchase. That capability has the potential to improve conversion rates, increase average order values, and reduce the frustration customers experience when they cannot find exactly what they need.
Michaels is not stopping with its initial release. The company plans to expand Ask Mike with AI-generated product summaries and contextual prompts embedded directly into product pages. These enhancements could provide shoppers with project suggestions, complementary products, and educational guidance without requiring them to leave the shopping experience. As generative AI continues to mature, retailers are increasingly viewing these capabilities as a way to personalize every stage of the customer journey.
The timing is especially strategic for Michaels. Following the bankruptcies of Party City and Joann, the retailer has been aggressively expanding categories such as party supplies, fabrics, knitting, and sewing to capture displaced customers. Combining a broader merchandise assortment with an AI assistant that simplifies product discovery gives Michaels another opportunity to strengthen its position as the leading destination for creativity and celebration. Rather than simply adding more products, the company is investing in technology that helps customers confidently navigate a growing assortment.
For the retail industry, Ask Mike reflects a larger trend that is likely to accelerate over the coming years. AI assistants are rapidly becoming part of the digital storefront, joining recommendation engines, personalized marketing, and intelligent search as core components of modern ecommerce. Retailers that successfully integrate conversational AI into their shopping experiences may gain a measurable advantage by reducing friction, increasing engagement, and creating more personalized customer journeys. Michaels’ investment signals that the future of online shopping is becoming less about searching for products and more about having a conversation that guides customers from inspiration to purchase.
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