Target’s push into AI-assisted shopping is raising new questions about convenience and accountability, after updated terms suggest customers could be financially responsible for purchases made incorrectly by its AI tools.
The rollout reflects a broader shift across retail, where companies are embedding artificial intelligence (AI) into the buying process to streamline how consumers browse, select and purchase items.
The system, powered in part by Google’s Gemini models, is designed to act as a digital assistant that can recommend products and complete transactions on behalf of users. But as AI takes on a more active role, concerns are growing about what happens when it gets things wrong—and who ultimately pays the price.
Target’s Updated Terms for AI
Target’s updated terms state that transactions made by its AI agent are “considered transactions authorized by you,” even if the outcome doesn’t match what the user intended.
The company also acknowledges limitations, noting in its terms that “Target does not purport to guarantee that an Agentic Commerce Agent will act exactly as you intend in all circumstances,” according to TechSpot.
The development comes as Target deepens its investment in AI through a partnership with OpenAI.
“We’re excited to work with Target as they weave intelligence throughout their business to create useful and joyful experiences for their customers and their employees,” Fidji Simo, CEO of Applications at OpenAI, said in a statement published by OpenAI in November 2025.
Meanwhile, Target executive vice president Prat Vemana said the company aims to make shopping “as easy and joyful as browsing our aisles,” in comments shared by OpenAI.
‘Predatory’
Online, the policy shift has sparked backlash among Reddit users reacting to the news, many of whom questioned the fairness of placing responsibility on customers for AI-driven errors.
“If it were your own AI agent, this would be understandable. But NOT when it’s the site’s own,” one Reddit contributor noted.
Another added: “Likely returns will be for in-store credit, too, locking the revenue into their system even with returns. Predatory from jump.”
A third commenter criticized what they see as a broader trend in corporate accountability, writing: “Zero responsibility for corporations in today’s America. All punishment is for the citizens.”
Other Retailers May Follow
Retailers beyond Target are moving in a similar direction.
Walmart and Amazon have both introduced AI shopping assistants, while also cautioning users to double-check purchases. These tools promise faster, more personalized shopping experiences, but they also introduce new layers of risk tied to automation and interpretation errors.
Target has said that purchases made through its AI assistant will still fall under its standard return policies, offering some recourse for customers. However, the company’s terms emphasize that users are responsible for reviewing transactions made on their behalf, placing the burden of oversight on the shopper.
As AI becomes more embedded in everyday consumer experiences, the balance between convenience and control is emerging as a key issue—one that retailers, regulators and customers are still working to define.
Newsweek has reached out to Target for comment via email.