LAS VEGAS — Users of the new Ask Macy’s AI chatbot are responding in a big way: by spending more online than other shoppers.
The tool, which Macy’s describes as an AI conversational shopping assistant, helps users discover brands, trends, receive personalized product recommendations and sports a virtual try-on feature. During a beta testing period, revenue per visit was 4.75 times higher among customers who used Ask Macy’s versus those who didn’t, according to a company spokesperson.
Ask Macy’s, which was formally released on March 23 and is powered by the Google Gemini platform, was introduced via a dark launch internally in December, Max Magni, chief customer and digital officer of Macy’s Inc., told an audience at Shoptalk.
Employees then gave internal feedback on the tool regarding tone, functionality and practicality, including the need for additional questions and clarifications.
Ask Macy’s is “not about search,” Magni said. “It’s about curated discovery. We’re not just giving customers what they’re searching for, but what they need and what they want.”
The shopping assistant prompts shoppers to “tell me what you’re looking for like you would a store colleague — details like budget, occasion, color, style and size are great. Or keep it simple and I’ll guide you.”
Users also find a message that states “our AI is learning and may make mistakes.”
Ask Macy’s is now available across the department store’s digital platforms, including its app.
