The system, powered in part by Google<\/a>\u2019s Gemini<\/a> models, is designed to act as a digital assistant that can recommend products and complete transactions on behalf of users. But as AI<\/a> takes on a more active role, concerns are growing about what happens when it gets things wrong\u2014and who ultimately pays the price.<\/p>\n Target<\/a>\u2019s updated terms state that transactions made by its AI agent<\/a> are \u201cconsidered transactions authorized by you,\u201d even if the outcome doesn\u2019t match what the user intended.<\/p>\n The company also acknowledges limitations, noting in its terms that \u201cTarget does not purport to guarantee that an Agentic Commerce Agent will act exactly as you intend in all circumstances,\u201d according to TechSpot<\/a>.<\/p>\n The development comes as Target deepens its investment in AI through a partnership with OpenAI<\/a>.<\/p>\n \u201cWe\u2019re excited to work with Target as they weave intelligence throughout their business to create useful and joyful experiences for their customers and their employees,\u201d Fidji Simo, CEO of Applications at OpenAI, said in a statement published by OpenAI in November 2025.<\/p>\n Meanwhile, Target executive vice president Prat Vemana said the company aims to make shopping \u201cas easy and joyful as browsing our aisles,\u201d in comments shared by OpenAI<\/a>.<\/p>\n ‘Predatory’<\/p>\n Online, the policy shift has sparked backlash among Reddit<\/a> users reacting to the news, many of whom questioned the fairness of placing responsibility on customers for AI-driven errors.<\/p>\n \u201cIf it were your own AI agent, this would be understandable. But NOT when it’s the site’s own,\u201d one Reddit<\/a> contributor noted.<\/p>\n Another added: \u201cLikely returns will be for in-store credit, too, locking the revenue into their system even with returns. Predatory from jump.\u201d<\/p>\n A third commenter criticized what they see as a broader trend in corporate accountability<\/a>, writing: \u201cZero responsibility for corporations in today’s America. All punishment is for the citizens.\u201d<\/p>\n Other Retailers May Follow<\/p>\n Retailers beyond Target are moving in a similar direction. <\/p>\n Walmart<\/a> and Amazon<\/a> have both introduced AI shopping assistants<\/a>, while also cautioning users to double-check purchases. These tools promise faster, more personalized shopping experiences, but they also introduce new layers of risk<\/a> tied to automation and interpretation errors.<\/p>\n Target has said that purchases made through its AI<\/a> assistant will still fall under its standard return policies<\/a>, offering some recourse for customers. However, the company\u2019s terms emphasize that users are responsible for reviewing transactions made on their behalf, placing the burden of oversight on the shopper.<\/p>\n![\"\"](\"https:\/\/www.europesays.com\/ai\/wp-content\/uploads\/2026\/04\/Copy-of-32-image-2026-03-23T110227.753.png\"\/)
Target’s Updated Terms for AI<\/p>\n