NEW YORK CITY — Macy’s launched an AI-powered shopping assistant called “Ask Macy’s” in March. The tool includes a “Complete the Look” virtual try-on feature that allows users to upload a photo and receive outfit suggestions.
Shoppers who use the “Complete the Look” feature spend almost five times more per session on Macy’s website than those who don’t. The company also uses AI to forecast demand and personalize product suggestions on its app.
Max Magni, Macy’s chief customer and digital officer, said the company’s innovation efforts are guided by clear objectives. “Innovation needs to either solve a customer issue or unlock a customer opportunity or unlock better effectiveness.”
Tony Spring, who has been CEO of Macy’s since 2024, has emphasized disciplined investment in technology. “We are not buying shiny objects.” He added, “I didn’t hire you to fit into the culture, I hired you to break it and innovate,” in a message Magni recalls receiving upon joining the company in 2023.
Shortly after his arrival, Magni discontinued approximately 50 smaller innovation projects, including a live commerce streaming initiative similar to QVC. The decision aligned with Spring’s push for a culture of self-examination and the ability to quickly abandon unsuccessful efforts.
Analysts have offered mixed views on Macy’s approach. Neil Saunders, managing director at GlobalData, cautioned that retailers face financial constraints. “They cannot possibly jump on every passing bandwagon. Some of those bets don’t pay off and the cost of capital is way up.”