Macy’s launched an AI-powered shopping chatbot called “Ask Macy’s,” built on Google’s Gemini, across all of its digital platforms this week, after testing it with roughly half of its website visitors over several weeks. Shoppers who used the chatbot during testing spent about 4.75 times more than those who didn’t, which Macy’s Chief Customer and Digital Officer Max Magni attributed partly to users arriving with specific purchase intent rather than casual browsing, and he suspects the bot is also attracting a younger customer base. The launch comes as Macy’s works to reverse a decade of declining sales, with the company reporting net sales down 2.4% last year and projecting $21.4B to $21.65B in net sales for 2026, slightly below last year’s $21.76B.
