How AI Powers Target's Next Chapter
As retailers race to integrate artificial intelligence into every aspect of the shopper journey, Target is emerging as a proactive player. The company is leaning into AI to enhance both the guest experience and operational efficiency, according to chief information and product officer Prat Vemana in an Oct. 16 Target newsroom article.
From improving trend forecasting to guiding associates in real time, Target is using AI to create what Vemana describes as a “multiplier for growth and creativity,” blending human insight with machine intelligence across its business.
AI Behind the Guest Experience
While AI may not be visible to shoppers walking through Target’s stores, it’s quietly running behind the scenes.
According to Vemana, Target uses AI to reduce checkout times, assist team members on the floor, streamline returns and Drive Up orders, and monitor on-shelf availability in real time. During the busy holiday season this year, AI is helping store leaders spot low inventory earlier and take action hour by hour to keep products stocked.
Also, “Store Mode” within the Target mobile app uses mapping technology to help guests locate deals and products in real time.
Enhancing the Digital Shopper Journey
The retailer’s digital experience is also becoming more intelligent. Target recently rebuilt its search and recommendation engine to better understand guest intent and product trends and availability, surfacing smarter and more personalized results across billions of annual searches.
“Each year, guests conduct billions of searches across Target’s digital platforms, and about 25% of those use subjective terms like ‘cute’ or ‘sturdy,’” Vemana said.
Target is also investing in and evolving its retail media business, Roundel, to deliver smarter, more measurable omnichannel campaigns for vendor partners.
Smarter Merchandising and Forecasting
One of Target’s most powerful new tools is "Target Trend Brain," a generative AI-powered trend intelligence platform that helps merchants and designers identify emerging styles before they hit the mainstream and speed up product development.
The tool blends “human creativity with machine intelligence,” Vemana said, allowing teams to make more confident design and assortment decisions, supported by flexible supply chain systems, better data and improved forecasting capabilities.
“None of this happens without strong technology investments," Vemana said. “That is why we are modernizing our core systems, expanding real-time data access and building a foundation that supports speed, experimentation and scale across our teams.”
Connecting Data Across the Enterprise
Beyond individual tools, Target is focused on connecting data across its marketing, digital, supply chain, store and headquarters systems to speed up decision-making and improve collaboration.
This data connectivity allows teams to anticipate guest needs, coordinate new product launches and deliver more consistent omnichannel experiences — whether online, in-app or in-store.
Behind the scenes, the same technology that helped power Target’s recent Taylor Swift album launch also supports other major brand moments, ensuring product availability and a smooth fulfillment process.
AI as a Tool for Team Members, Not a Replacement
Vemana emphasized that Target’s approach to AI centers on augmenting human talent, not replacing it.
Across its organization, the retailer is deploying tools such as Agent Assist and Store Companion, which help teams better serve shoppers, and ThinkTank, which software developers use to collaborate and test new ideas.
AI chatbots, such as JOY, are also helping vendors and suppliers get answers faster, while Target’s cybersecurity teams use AI to identify potential threats before they emerge.
The Future: Predictive, Personal and Human
Looking ahead, Target sees the next era of retail as a balance between predictive technology and human discovery.
“As technology becomes more predictive, the human desire for discovery grows right alongside it,” Vemana said. “In the future, the time guests spend exploring may be just as valuable as the transactions they make, and we are designing with that mindset today.”
For shopper marketers, Target’s expanding use of AI underscores a broader industry shift: retailers are using data and automation not only to personalize experiences but also to inform retail media and marketing, improve inventory precision and create more seamless omnichannel engagement.
