At Target, we’re always looking for ways to make shopping easier, more inspiring and more personalized for our guests. From reordering weekly essentials in just a few taps to snapping a photo to find the perfect item, we’re continuing to accelerate technology and AI-powered features that help guests discover, evaluate and shop.
“At Target, we’re focused on creating a shopping experience that’s easy, inspiring and friendly,” says Sarah Travis, executive vice president and chief digital and revenue officer, Target. “Guests move naturally between our stores and digital channels, and we’re using AI and personalization in purposeful ways to help them find what they need faster, discover new possibilities and shop with confidence. These enhancements reduce friction while also showcasing the style, design and differentiated assortment that make Target special.”
It’s all about making it easier for guests to discover products and ideas they’ll love, shop confidently and move seamlessly from inspiration to purchase.
Guests move naturally between our stores and digital channels, and we’re using AI and personalization in purposeful ways to help them find what they need faster, discover new possibilities and shop with confidence.
From inspiration to discovery with Photo Search
Launched in August and built directly into the Target app, AI-powered Photo Search gives guests a new way to shop by turning visual inspiration into product discovery. Guests can tap the photo icon in the search bar and upload or take a photo to explore similar products available at Target.
Whether it’s a lamp spotted in a friend's home, a throw pillow that matches a desired aesthetic or a piece of décor discovered online, Photo Search helps guests find products without needing to describe them in words.
Faster, clearer decisions with AI Review Insights
Shopping reviews are one of the most valuable tools guests use when deciding what to buy, but reading through hundreds of comments takes time.
Target’s AI-powered Review Insights feature, launched in June, makes it easier for guests to quickly understand what other shoppers are saying by identifying commonly discussed product attributes and organizing feedback into helpful themes.
For example, a guest shopping for a cordless vacuum can quickly see what reviewers are saying about suction power, durability, weight and ease of use. A guest considering All in Motion apparel can easily explore feedback on comfort, fit, stretch and breathability.
Instead of scrolling through reviews, guests can focus on the information that matters most to their purchase decision. Early results show the feature is helping drive conversion and add-to-cart activity while reducing decision fatigue.
Restock easily with Buy Again
Shopping isn’t always about discovering something new. Sometimes it’s about replenishing everyday essentials as quickly and conveniently as possible.
Available through the Target app’s main navigation, Buy Again uses AI-driven personalization to surface frequently purchased items, past purchases and relevant deals based on previous shopping behavior.
A guest can quickly pull up a recent grocery order, select household staples like milk, bread or paper products and add them to a new basket in just a few taps. Since launching last year, the experience has continued to evolve with enhanced recommendations and more relevant deals.
Guests are responding positively. Buy Again has helped drive strong year-over-year growth in purchases, while making it easier for guests to quickly reorder everyday favorites across key categories, including food and beverage.
Pick up where you left off with Continue Shopping
Shopping doesn’t always happen in one session. Guests often browse, compare and return later when they’re ready to buy.
Target’s Continue Shopping experience uses AI-powered personalization to reconnect guests with products they’ve recently viewed, while surfacing relevant alternatives and offers. Available across the Homepage, My Target and Search, the feature makes it easy to pick up where they left off and continue shopping with less effort.
Since launching last fall, we’ve continued to evolve the Continue Shopping experience. The feature has driven strong guest engagement and more add-to-cart activity, making it easier for guests to return to products they’re considering and complete their shopping journey.
Making digital shopping more intuitive
By thoughtfully using AI and personalization in ways that add real value, Target is creating digital experiences that make it easier for guests to save time, discover more of Target’s assortment and shop with confidence.
As we enhance the app and introduce new capabilities, we’ll continue to make shopping more personalized and convenient for guests, while staying true to what guests love most about Target.
