Michaels AI Adoption Tracker
Last updated: August 9, 2026
Overview
The Michaels Companies, North America's largest arts and crafts specialty retailer with over 1,300 stores, has implemented a multi-faceted AI strategy primarily focused on marketing personalization and customer experience enhancement[1]. Under new CEO David Boone, who took over in February 2025, the company has leveraged generative AI to transform its marketing operations, increasing email campaign personalization from 20% to 95% and achieving a 41% increase in SMS click-through rates and 25% increase in email campaign performance[2]. The retailer has deployed Salesforce Marketing Cloud for omnichannel personalization and partnered with Persado to implement AI-driven content generation and customer engagement strategies[3]. Additionally, Michaels has integrated AI-powered customer service solutions through Talkdesk, improving service levels from 20% to 89% year-over-year[4]. The company's AI initiatives support its broader digital transformation, which includes the launch of MakerPlace (an Etsy competitor), expanded online marketplace offerings, and enhanced customer service capabilities.
AI Maturity Index
Radar Comparison
Peer Comparison: Michaels vs retail
Based on 41 companies in sector
| Dimension | Michaels | Sector Avg | Diff |
|---|---|---|---|
| Adoption | 4.0 | 3.5 | +0.5 |
| Proficiency | 3.0 | 3.2 | -0.2 |
| Impact | 4.0 | 3.3 | +0.7 |
| Overall | 3.7 | 3.3 | +0.4 |
Key Metrics
AI Initiatives
Talkdesk AI Customer Service Platform
2024
AI-powered customer experience transformation with Talkdesk Copilot
Implemented CXA to enhance automation and efficiency, with Talkdesk Copilot becoming cornerstone of AI strategy for customer interaction management
Frequently Asked Questions
Michaels has implemented AI-powered personalization that increased email campaign personalization from 20% to 95%, resulting in a 41% increase in SMS click-through rates and 25% increase in email campaign performance.
Michaels uses Talkdesk Copilot, an AI-powered platform that has improved their customer service levels from 20% to 89% year-over-year and reduced after-call work by 93%.
David Boone, who became CEO in February 2025, is leading the company's continued AI initiatives. Previous AI implementations were developed under former CEO Ashley Buchanan.
Michaels uses Salesforce Marketing Cloud for omnichannel personalization and Persado's Motivation AI Platform for generating personalized marketing content at scale.
In Application
| Application | Vendor | Use Case |
|---|---|---|
| Persado Motivation AI Platform | Persado | Generating personalized marketing communications at scale and optimizing customer engagement messaging |
| Salesforce Marketing Cloud | Salesforce | Personalizing content, promotions and offers across multiple customer touchpoints |
| Talkdesk Copilot | Talkdesk | AI-powered customer service agent assistance and interaction management |
Sources
How Michaels Transformed Its Personalization Strategy
How generative AI can boost consumer marketing
Michaels deploys personalized shopping tech
Michaels Customer Story - Talkdesk
Michaels names David Boone as its new CEO
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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.