Target is set to deploy a new artificial intelligence tool, Store Companion, across its nearly 2,000 stores nationwide by August. This AI-powered chatbot app aims to assist store associates with answering process-related questions, following successful pilot testing in about 400 locations. The rollout aligns with Target’s broader strategy to leverage generative AI to enhance both in-store operations and online customer experiences.
Developed by Target’s in-house technology team over six months, Store Companion utilizes data from frequently asked questions and procedural documents from stores across the U.S. Target’s Chief Information Officer, Brett Craig, emphasized the role of technology in retail’s future, highlighting how AI tools like Store Companion can streamline operations and improve customer service.
Target joins other major retailers like Walmart in embracing generative AI to personalize customer interactions and support frontline workers. Walmart has already seen positive outcomes from using AI to enhance customer search capabilities and provide real-time information to employees, as noted by Walmart U.S.’s chief product officer, Jon Alferness.
For Target, the introduction of Store Companion aims to simplify tasks for frontline associates, enabling faster and more efficient operations while enhancing customer engagement. The app will provide instant answers to queries about store procedures and offer learning resources for new or seasonal employees, ultimately aiming to improve overall guest experiences across its stores.
Moreover, Target’s adoption of generative AI extends beyond store operations to include personalized product displays and enhanced online search functionalities, set to benefit customers later this summer. This strategic investment in AI reflects Target’s commitment to innovation and customer-centric retail experiences in a competitive market landscape.