The big picture behind Ask Macy’s, a Gemini powered AI agent

Macy's has rolled out a Google Cloud powered AI agent called "Ask Macy's," a concierge that leverage multimodal capabilities to move sales along and sort through the retailer's 2.5 million SKUs.

The Ask Macy's Concierge is powered by Gemini Enterprise for Customer Experience and one of a bevy of customer references highlighted by Google Cloud.

While the Ask Macy's debut rolled out in four weeks, the big picture revolves around how Macy's integrated it with existing systems, developed an interface and added features. Ask Macy's rolled out across Macy's properties including the website and apps in March.

The early data from Ask Macy's indicates that it is driving engagement and revenue per visit that's 4.75 times higher than consumers that didn't use Ask Macy's. According to Chad Westfall, senior vice president of technology product development and customer experience, Ask Macy's is an effort to "remove friction and elevate retail shopping for our customers" as well as "help them feel guided, understood and confident."

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Ask Macy's is a notable project at Google Cloud Next 2026, but it's good to note that it's one technology effort in a broader plan.

The Gemini-powered agent is part of a broader Macy's transformation plan and strategy called The Bold New Chapter. Antony Spring, CEO of Macy's, said the strategy "balances the art and science of retail."

The Bold New Chapter strategy revolves around strengthening the Macy's brand, accelerating luxury growth and simplifying and modernizing the supply chain, fulfilment, inventory planning and allocation and technology platform.

"We combine customer insight, data and creative merchandising to meet customers where they are. Recent performance reflects accelerating momentum across each pillar of our strategy and reinforces our confidence in the direction. We have a clear path to growth." said Spring. "AI for us is an opportunity to combine the improvements in technology and data science with humanity and deliver a relationship-oriented business that is focused on the consumer."

Macy's strategic plan with AI

During Macy's fourth quarter earnings call, Thomas Edwards, chief operating and chief financial officer at Macy's, said the company is focused on "supporting growth and efficiencies and improving our customer experience."

Macy's and its brands, which include Bloomingdale's and Bluemercury, connect with nearly 40 million customers and the retailer has visibility into 70% of its transactions across stores, digital channels, loyalty and credit card programs as well as Macy's Media Network.

Edwards also argued that Macy's has technology and data chops. "Beyond our teams, I believe Macy's, Inc. has significant underappreciated capabilities in areas such as data science, AI and technology," said Edwards.

The company recently opened a state-of-the-art distribution facility and has modernized its supply chain to automate work, improve customer service and cut costs. "Building on this as a base, we believe there is significant opportunity to leverage AI throughout the organization, including supply chain, merchandising, marketing and call centers as well as in customer-facing and omnichannel areas," said Edwards.

The tech stack

Based on public references it's clear that Macy's is a heavy Google Cloud shop. In 2019, Macy's said it uses Google Cloud for data warehousing, analytics and operational systems. Google Cloud is also the infrastructure under warehouse systems, logistics and fulfilment optimization.

However, Macy's is multi-cloud beyond that data and AI backbone powered by Google Cloud. For instance, the marketing stack for Macy's revolves around Adobe's platform.

Underneath the intelligence and engagement layers, Macy's is like most large companies with a mix of proprietary systems, enterprise giants such as Oracle and Salesforce.

In the end, the Ask Macy's agent is a good example of how agentic AI is a game of comingling systems and connecting the data and AI.