Macy’s Says Users of New AI Chatbot Spend About 400% More Online

Macy’s Inc. has launched an AI-powered shopping assistant that’s upped spending online among those using the new tool, part of the company’s multiyear effort to reverse a sales decline.

Customers who use “Ask Macy’s,” the chatbot that’s powered by Google’s Gemini platform, have spent around 4.75 times more than those who don’t, the company said. Macy’s gathered the data during the last several weeks while testing the shopping assistant with about half of visitors to its website.

Retailers are creating their own AI chatbots to give customers more of a conversational search experience, worried that without it, shoppers will abandon ...