What: Macy’s AI-powered shopping assistant, “Ask Macy’s,” has driven a nearly 400% increase in spending among users compared to non-users, highlighting the commercial impact of conversational AI in retail.

Why it is important: This measurable impact demonstrates how AI-driven personalization and conversational commerce are becoming key drivers of revenue and customer loyalty in retail.

Macy’s recent deployment of its AI-powered shopping assistant, “Ask Macy’s,” has delivered a striking commercial result, with users spending nearly five times more than those who do not use the tool. This outcome is based on a statistically significant study of web visitors and reflects a broader shift in consumer behavior, where shoppers increasingly seek guided, mission-driven discovery rather than traditional keyword searches. The AI assistant acts as a personal shopper, asking clarifying questions, reducing decision fatigue, and encouraging customers to complete outfits or explore complementary products. Its integration across Macy’s website, app, and in-store experience empowers both customers and associates, enabling real-time recommendations and seamless support. This approach not only boosts immediate sales but also captures rich first-party data, supporting long-term personalization and lifetime value strategies. As nearly 40% of major US retailers now deploy similar AI tools, the industry is witnessing a transformation in how customer intent is captured and converted, setting new standards for engagement and loyalty.

IADS Notes: Macy’s launch of its AI-powered “Ask Macy’s” shopping assistant, as reported by Fortune in March 2026, exemplifies the rapid adoption of generative AI across the retail sector, with early results showing users spending nearly 400% more than non-users. This mirrors findings from Modern Retail in February 2026, where Walmart’s AI assistant drove a 35% increase in basket size, highlighting the tangible commercial benefits of AI-driven engagement. Journal du Net in January 2026 documented the exponential rise in AI-driven retail traffic, emphasizing the urgency for brands to adapt digital strategies for AI compatibility as traditional e-commerce models lose relevance. Valtech in February 2026 noted that over 70% of consumers are now willing to complete purchases within AI chat apps, reinforcing the competitive advantage for early adopters who deliver seamless, personalized experiences. Finally, BCG in December 2025 confirmed that nearly 40% of global shoppers are using AI tools for purchase decisions, with early adopters capturing measurable revenue gains and attracting a younger, digitally native customer base.

Ask Macy’s makes customers spent 4.75x more