Michaels launched Ask Mike, an AI-powered shopping assistant developed with Google Cloud to provide real-time, personalized craft and project guidance. Available across desktop, mobile and the Michaels app, the tool allows shoppers to describe creative ideas conversationally and receive curated product recommendations from the retailer’s online assortment.
Built with the Gemini Enterprise for Customer Experience platform, Ask Mike supports product discovery for projects ranging from party planning to punch-needle crafts. Since its May 2026 launch, the assistant has generated nearly 75,000 conversations, with more than 60% of interactions focused on finding products. Michaels plans to add AI-generated product overviews and contextual prompts directly to product pages.
For shoppers, Ask Mike reduces friction when planning DIY projects by connecting conversational guidance with relevant craft supplies. The tool reflects the broader retail shift toward AI assistants that support discovery, personalization and conversion across digital shopping channels.
Image Credit: Michaels
