Home Depot's Magic Apron Is Now in the Aisles

Magic Apron started as a website tool. It is now in the aisles. Home Depot disclosed on its Q2 2026 earnings call on August 18 that its AI-powered product and project assistance tool has been expanded into stores, available on mobile for associates and customers to use while standing in the aisle where they need help.

The expansion adds a store context layer that the website version does not have. According to the company, Magic Apron now knows which store it is operating in, and tailors its inventory and product answers to that specific location rather than the general catalog.

Jordan Broggi, EVP Customer Experience and President Online, explained the commercial rationale on the call. "The nature of your questions and the nature of the help that we can give you is better if we understand, hey, you're in this store. Well, let's talk about the inventory that's in the store first."

Magic Apron is now receiving millions of questions per month. Broggi described continued growth in the tool's adoption and confirmed a planned app refresh in the back half of 2026, the app was Home Depot's highest growth digital surface across all properties in Q2.

Alongside the consumer-facing Magic Apron disclosure, Home Depot confirmed a separate AI deployment for professional customers. Mike Rowe, EVP Pro, said Pros are building material lists and purchasing more using the AI-powered Material List Builder, a B2B tool that allows professional customers to organize materials for complex projects and purchase them through Home Depot's digital properties more efficiently. 

Rowe named the Material List Builder alongside search and app improvements as part of what is driving outsized online growth with Pro customers, a segment that outperformed DIY and posted positive comps in Q2.

Pros represent a higher average ticket and a stickier customer relationship than DIY, and the investments in tools like the Material List Builder and QuoteCenter, which now connects 90% of stores to SRS's full product catalog within the last 12 months, are building the digital infrastructure that converts in-store Pro relationships into repeat digital purchasing behavior.

Ann-Marie Campbell, Senior EVP, framed the overall technology investment alongside Magic Apron's expansion: "This, coupled with all of our investments in our associate experience through technology-enabled tools, makes it easier than ever for associates to serve customers. And we have seen greater associate engagement, better customer satisfaction scores, and stronger sales."

Home Depot reported Q2 2026 total sales of $47.9 billion, up 5.7% year over year. Comp sales increased 1.7%. Online grew 11%, the fifth consecutive quarter of double-digit digital growth. Adjusted diluted EPS came in at $4.92, up 5.1%. The company reaffirmed full-year guidance of comp sales growth of flat to 2% and total sales growth of 2.5% to 4.5%.