Macy’s AI Shopping Assistant: A Glimpse into the Future of Retail
Macy’s is experiencing a surprising boost in online sales thanks to its new “Ask Macy’s” AI chatbot, powered by Google’s Gemini. Shoppers using the tool are spending a remarkable 4.75 times more than those who aren’t, signaling a potential turning point for the department store chain and a broader shift in how people shop online.
The Rise of AI-Powered Shopping
Macy’s isn’t alone in exploring the potential of artificial intelligence. Approximately 40% of the top 20 US retailers by revenue have now deployed some form of AI-powered shopping assistant, with launches accelerating from mid-2025. This surge reflects a growing belief that AI can create a more seamless and personalized online shopping experience.
Beyond Macy’s, other players are entering the space. Phoebe Gates, daughter of Bill Gates, founded Phia, a browser extension focused on price comparison. Marc Lore and Melissa Bridgeford recently launched Wizard, a shopping agent designed to assist customers throughout the purchasing process. These developments highlight the increasing investment and innovation in AI-driven retail solutions.
How “Ask Macy’s” is Changing the Game
The success of “Ask Macy’s” isn’t just about increased spending; it’s about how people are shopping. Max Magni, Macy’s Chief Customer and Digital Officer, notes that customers using the chatbot are often seeking specific items for events, leading to more focused and larger purchases. The bot is also attracting a younger demographic, suggesting AI could be key to engaging the next generation of shoppers.
Popular features include the “complete the look” option, which suggests coordinating accessories, and a virtual try-on tool, available both online and in stores. This addresses a common pain point of online shopping – the inability to visualize how items will look in real life.
The Learning Curve: From Cold Responses to Conversational AI
Developing “Ask Macy’s” wasn’t without its challenges. Early versions of the bot lacked nuance, offering blunt responses. For example, when asked for T-shirt suggestions for a 10-year-old, the bot initially responded with a simple list and a curt, “Here’s a T-shirt for a 10-year-old.”
Through ongoing refinement and feedback from thousands of employees, the bot has evolved to offer more friendly and helpful interactions. Now, when asked the same question, it responds with, “‘Ten-year-olds can have so much fun with color – do you want a brighter or more muted color selection?’” This demonstrates the importance of continuous learning and adaptation in AI development.
Future Trends: Personalization and Seamless Integration
The current success of tools like “Ask Macy’s” is just the beginning. The future of AI in retail will likely focus on even greater personalization and seamless integration across multiple platforms.
Expect to see AI assistants that:
- Predict customer needs: Based on past purchases and browsing history, AI could proactively suggest items customers might want.
- Offer hyper-personalized recommendations: Moving beyond “complete the look,” AI could curate entire wardrobes based on individual style preferences and body types.
- Integrate with social media: Shoppers could ask AI assistants for outfit ideas based on photos they see on Instagram or Pinterest.
- Provide real-time styling advice: AI could analyze a customer’s appearance via video and offer personalized styling tips.
FAQ
Q: What is “Ask Macy’s”?
A: It’s an AI-powered shopping assistant developed by Macy’s, using Google’s Gemini AI, designed to help customers uncover products and complete purchases.
Q: How much more do shoppers spend when using “Ask Macy’s”?
A: Shoppers using the chatbot spend approximately 4.75 times more than those who don’t.
Q: Is AI shopping assistance becoming common?
A: Yes, around 40% of the top 20 US retailers are now using AI-powered shopping assistants.
Q: What are some other AI shopping assistants?
A: Phia (founded by Phoebe Gates) and Wizard (founded by Marc Lore and Melissa Bridgeford) are examples of other AI shopping assistants.
Did you know? Macy’s is actively working to refine its AI chatbot to ensure it provides helpful and friendly responses, learning from initial feedback about tone and climate-specific recommendations.
Pro Tip: When using AI shopping assistants, be specific with your requests to get the most relevant and helpful recommendations.
What are your thoughts on AI-powered shopping? Share your experiences and predictions in the comments below!
