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Michaels' AI Assistant Doubles Conversion Rate with Google Gemini
Michaels reports that its Google Gemini-powered shopping assistant, Ask Mike, has achieved a conversion rate more than double that of traditional search since its quiet launch in May.
The arts and crafts retailer formally announced Ask Mike on July 21, but the AI assistant had been quietly operating since May. Available on the company's website, mobile site, and iOS and Android apps, Ask Mike is designed to answer customer questions and help with project planning.
Since launch, the assistant has handled 75,000 conversations, according to Michaels. Shoppers who engage with Ask Mike convert at a rate more than double that of those using standard search functions, the company said.
Michaels built the tool using Google Cloud's Gemini Enterprise for Customer Experience, a software package also used by retailers such as Ulta Beauty, Macy's, and The Home Depot. The AI prompts customers for details like project type, colors, materials, and budget.
Heather Bennett, president and chief customer officer at Michaels, noted that 27% of interactions result in the customer clicking a product link or adding an item to the cart.