Macy's AI Adoption Tracker
Last updated: August 9, 2026
Overview
Macy's has positioned itself as a retail leader in AI adoption through its comprehensive 'Bold New Chapter' strategy launched in 2024[1]. The company has implemented AI across multiple business functions, from customer service and personalized marketing to supply chain automation and retail media[2]. Macy's CEO Tony Spring has emphasized embracing 'the power of AI as well as generative AI' to reduce costs and improve customer delivery speeds[3]. The retailer has established significant AI partnerships, including with IBM Watson for in-store assistance since 2016[4], and more recently with Rokt for AI-powered post-purchase advertising that has increased customer engagement[5]. Additionally, Macy's opened a $640 million automated fulfillment center in North Carolina that incorporates robotics and artificial intelligence into its delivery ecosystem[6].
- [1] Macy's bets on automation to drive retail revival
- [2] How AI and marketing analytics are revolutionizing customer experiences at Macy's
- [3] Macy's Leverages Rokt's AI & Machine Learning to Enhance the Shopping Experience
- [4] Macy's Pilots IBM's Watson in Partnership with Satisfi for In-Store, Personalized Shopping Companion
- [5] Macy's Overhaul Includes $640 Million Robot-Centric Warehouse
- [6] Macy's, Inc. 10-Q (2025-12-10)
AI Maturity Index
Radar Comparison
Peer Comparison: Macy's vs retail
Based on 41 companies in sector
| Dimension | Macy's | Sector Avg | Diff |
|---|---|---|---|
| Adoption | 4.0 | 3.5 | +0.5 |
| Proficiency | 3.0 | 3.2 | -0.2 |
| Impact | 3.0 | 3.3 | -0.3 |
| Overall | 3.3 | 3.3 | 0.0 |
Key Metrics
AI Initiatives
China Grove Automated Fulfillment Center
October 2025
State-of-the-art distribution facility incorporating robotics and AI into delivery ecosystem
$640 million investment, 2.5 million square feet, uses mobile robots, automated storage and retrieval systems, and goods-to-person picking technology
SAS Customer Intelligence 360 Integration
2025
Marketing analytics and AI platform for personalized customer experiences
Supports marketing decisioning strategy, enables shift from generic to triggered, contextually relevant communications
Bold New Chapter Strategy
2024
Three-year turnaround strategy focusing on AI and automation to drive operational excellence
18 months into execution, includes cloud migration, IT simplification, and generative AI integration across business processes
Frequently Asked Questions
Macy's uses IBM Watson for in-store assistance, Rokt's AI for personalized advertising, SAS Customer Intelligence 360 for marketing analytics, and AI-powered robotics in their new China Grove fulfillment center.
Macy's uses AI for in-store navigation assistance through mobile apps, personalized post-purchase offers, targeted marketing communications, and faster order fulfillment through automated warehouses.
It's a three-year turnaround plan launched in 2024 that focuses on embracing AI and generative AI, cloud migration, IT simplification, and process automation to reduce costs and improve customer service.
Macy's has invested $640 million in an automated fulfillment center in China Grove, North Carolina, that uses robotics, AI, and automated systems to speed up order processing and delivery.
Macy's has achieved increased customer engagement, 70% Star Rewards penetration rate, and their strongest comparable sales growth in 13 quarters (2.5% in Q3 2025) partly attributed to AI-assisted improvements.
In Application
| Application | Vendor | Use Case |
|---|---|---|
| IBM Watson Natural Language Classifier | IBM | In-store customer service and navigation assistance through mobile platform |
| Rokt AI Platform | Rokt | Post-purchase personalized advertising and customer engagement optimization |
| SAS Customer Intelligence 360 | SAS | Marketing analytics and personalized customer journey orchestration |
| Warehouse Management System with AI | Unknown | Automated fulfillment center operations including robotics and inventory management |
Sources
Macy's bets on automation to drive retail revival
How AI and marketing analytics are revolutionizing customer experiences at Macy's
Macy's Leverages Rokt's AI & Machine Learning to Enhance the Shopping Experience
Macy's Pilots IBM's Watson in Partnership with Satisfi for In-Store, Personalized Shopping Companion
Macy's Overhaul Includes $640 Million Robot-Centric Warehouse
Macy's, Inc. 10-Q (2025-12-10)
Macy's, Inc. 10-K (2025-03-21)
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About AI Tracker
AI Tracker is a research project by Larridin, the AI execution intelligence platform.
Methodology: We analyze earnings calls, press releases, partnership announcements, and product documentation. All assessments are based solely on publicly available information—no private customer data is used.
Maturity Scoring: Each dimension is rated on a 4-tier scale (Nascent → Emerging → Scaling → Leading) based on evidence from public sources. Industry averages are computed as the median across all tracked companies in the sector.