What: Bloomingdale’s is set to roll out Macy’s AI-powered conversational assistant, leveraging technology to drive engagement and support both customers and associates.

Why it is important: The move highlights how AI-driven personalization and conversational commerce are becoming key drivers of revenue, loyalty, and premium service in modern retail.

Bloomingdale’s will soon deploy the Ask Macy’s AI conversational shopping assistant, marking a significant step in its digital transformation and customer engagement strategy. Building on Macy’s early success—where the tool drove nearly 400% higher spending among engaged users—the AI assistant will act as a personal shopper, reducing decision fatigue and encouraging customers to complete outfits or discover complementary products. The platform is designed to empower both customers and associates, providing real-time recommendations and seamless support across channels. This initiative aligns with CEO Olivier Bron’s vision of leveraging technology, data, and advanced clienteling tools to enhance the luxury experience and drive long-term value creation. Bloomingdale’s has already delivered sustained sales growth through innovation, experimentation, and a focus on personalised service. By integrating AI as both a customer-facing and colleague-support tool, Bloomingdale’s is poised to further elevate its premium positioning, deepen engagement, and reinforce its leadership in accessible luxury as part of Macy’s Bold New Chapter strategy.

IADS Notes: Bloomingdale’s upcoming adoption of the Ask Macy’s AI conversational shopping assistant marks a significant step in the retailer’s digital transformation, building on Macy’s early success with the tool, which has driven nearly 400% higher spending among engaged users (Laurence Faguer Newsletter, April 2026; Fortune, March 2026). The AI assistant acts as a personal shopper, reducing decision fatigue and encouraging customers to complete outfits or explore complementary products, while also empowering associates with real-time recommendations and seamless support. This move aligns with CEO Olivier Bron’s broader strategy of leveraging technology, data empowerment, and advanced clienteling tools to enhance customer experience and long-term value creation (McKinsey, July 2025; WWD, April 2026). Bloomingdale’s transformation has already delivered sustained sales growth, driven by innovation, experimentation, and a focus on personalised service and immersive retail environments. By integrating AI as both a customer-facing and colleague-support tool, Bloomingdale’s is poised to further elevate its premium positioning, deepen customer engagement, and reinforce its leadership in accessible luxury as part of Macy’s Bold New Chapter strategy.

Bloomingdale’s will soon adopt the Ask Macy’s AI conversational shopping assistant