Macy’s Debuts Gemini Powered AI Stylist as Early Users Spend 400% More Than Average Shoppers

Macy’s launches Ask Macy’s, a Google Gemini powered AI tool that acts as a digital stylist, leading to a massive 400% increase in online customer spending.

By: AXL Media

Published: Apr 2, 2026, 12:35 PM EDT

Source: Information for this report was sourced from Entrepreneur

A Generative Shift in the Digital Retail Landscape

Macy’s has moved its proprietary AI shopping assistant, Ask Macy’s, into a full public release following an extensive internal testing phase involving thousands of employees and select consumer groups. Built on Google’s Gemini platform, the tool allows users to engage with the retailer's inventory using natural, conversational language rather than rigid keyword searches. This rollout represents a strategic pivot toward generative AI, aiming to bridge the gap between the guided experience of an in store personal shopper and the convenience of a mobile application.

The Multiplier Effect of Conversational Commerce

Early performance metrics for the new assistant show a dramatic impact on consumer behavior, with users of the tool spending approximately 400 percent more than those who do not engage with the bot. This statistical surge suggests that the fluidity of conversational AI effectively lowers the barriers to discovery, leading to higher conversion rates and increased engagement time. According to internal reports, the AI’s ability to parse complex requests in plain English has transformed the search bar from a utility tool into a high performance sales engine.

Strategic Styling to Increase Basket Size

Unlike traditional recommendation algorithms that often suggest similar items, Ask Macy’s is designed to function as a digital stylist that prioritizes the "complete the look" philosophy. By suggesting complementary accessories, shoes, and outerwear to match a primary garment selection, the tool naturally encourages larger transactions. This focus on full outfit curation is a primary driver behind the quadrupled spending levels, as it solves the common consumer challenge of coordinating multiple items across different departments.