Consumers are turning to conversational AI for more of their shopping needs. AI-driven traffic to Target leapt 2,000% in the first quarter compared to last year. This compares to a nearly 400% increase in AI-driven traffic to retail sites overall.
How we’re setting the pace: by partnering with AI innovators to accelerate technology and learn alongside consumers’ behavior shift. In fact, Target is the first mass retailer with shopping experiences available to consumers across three leading AI platforms: Google Search, including AI Mode, and the Gemini app; Microsoft Copilot; and OpenAI’s ChatGPT. More of the shopping journey can happen directly in these conversational experiences, including browsing and discovery, building multi-item baskets and linking to Target Circle loyalty accounts. Each step of the way, the guest directs the experience and completely controls the purchasing decision. AI makes it easy — offering ideas, curating choices and creating a seamless transaction.
“More people are discovering products and finding inspiration in AI-powered environments, and we see a real opportunity to meet them on their shopping journey,” says Sarah Travis, chief digital and revenue officer, Target. “By partnering early with leading tech innovators, we’re helping guests turn inspiration into action and shop Target in a way that feels natural and easy.”
We’ll also apply what we learn to make guests’ experiences on the Target app and Target.com even better. Our goal: Elevate shopping in these new ways so they feel intuitive, with more relevant recommendations, easier checkout and more personalized benefits.
“Consumers are beginning to shop in more conversational ways, and Target has an opportunity to help shape where those experiences go next,” says Prat Vemana, chief information and product officer. “As the technology evolves, we’re moving with intention — learning quickly, partnering closely and building experiences that feel intuitive, trusted and unmistakably Target.”
Read on for the ways we’re forging a new trail in AI-powered shopping.