AI

Michael’s ‘Ask Mike' AI helper fuels nearly 75K shopper conversations

Image: Michaels

August 7, 2026

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Michaels, a hobby and crafts retailer, launched an AI assistant called "Ask Mike," in the spring and it has fueled nearly 75,000 conversations since its May deployment.

The AI agent aims to enhance product discovery on the retailer's online storefront, according to a press release.

The assistant was built with Google Cloud's Gemini Enterprise for Customer Experience and offers real-time, personalized creative guidance.

Shoppers are leveraging the tool for a wide spectrum of creative and celebratory needs, with over 60% of interactions focused on product discovery.

"In just a few weeks, Ask Mike has fueled nearly 75,000 conversations, with our community using the tool for everything from party planning to finding the right materials for their first punch-needle pillow," Heather Bennett, president and chief customer officer at Michaels, said in the release. "As the destination for creating and celebrating, we're committed to meeting our customers exactly where they are. 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."