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.
Easy discovery and checkout in Google Search, including AI Mode, and the Gemini app
Shoppers can now browse product listings and buy items directly from Target in Google Search, including AI Mode, and the Gemini app. The capability comes thanks to the Universal Commerce Protocol (UCP), a new open standard for agentic commerce built by leaders across the industry like Google and Target, and more. UCP creates a common language for AI agents and systems to work together, creating a seamless shopping journey every step of the way.
“We’re excited to work alongside Target and others to co-develop the Universal Commerce Protocol (UCP) and enable customers to buy their favorite items directly on Google Search, including AI Mode, and the Gemini app,” says Ashish Gupta, vice president and general manager of Merchant Shopping at Google. “Working with industry leaders like them is critical to scale agentic commerce in a way that benefits both consumers and retailers.”
Step by step
- Open Google Gemini or Google Search and ask your shopping question – for example, “I'm looking for a trendy bag to bring on vacation to wear with light washed jeans and brown boots. It needs to fit a water bottle and a sweater.”
- Google will respond with a variety of options, including many from across our assortment. Browse your choices, pick your favorite, click “Buy,” sign in to your Target account and confirm your purchase. Shoppers also have the option to transfer the items from their cart on Google to the Target site to complete their purchase.
- Pay with a major credit card or your Target Circle Card on Google Pay, and have the item shipped anywhere in the U.S.
- Guests can also apply promotions to their purchase, while Target Circle members can also earn rewards and take advantage of their benefits.
Coming soon: the ability to purchase multiple items during a single purchase on Google.
Loyalty experiences in Microsoft Copilot
Target is an early launch partner with Microsoft for customer loyalty experiences in Copilot Checkout through account linking. Guests can browse, easily log into their Target account, and make purchases — all within the Copilot chat. And because guests are seamlessly prompted to log into their Target account, Target Circle members can enjoy benefits like exclusive discounts and free shipping during checkout. Members paying with their Target Circle Card also save an extra 5%.*
Step by step
- Open Microsoft Copilot and ask a Target-specific shopping question — for example, “I’m looking for a table lamp from Target. Any recommendations?”
- Copilot will serve up a selection of relevant, on-trend products. Choose your favorite, select “Connect your Target account” and sign in.
- In checkout, you can review and apply your Target Circle membership benefits, confirm payment method and place your order.
Target app experience in ChatGPT
Target offers a complete shopping experience through its app in ChatGPT, with the ability to purchase multiple items in a single transaction, shop fresh food, and select Drive Up, Order Pickup or shipping. Shoppers can request personalized recommendations, browse and build baskets from across Target's full assortment, and make purchase decisions in their Target account.
Step by step
- To open the Target app, go to ChatGPT, type @Target first or select the Target app from the menu icon. (First time using the Target app in ChatGPT? Tap the menu sign or the plus sign to the left of the chat, and then select the Target app.)
- Type your question — for example, “What are some countertop cooking appliances that make everyday meals more convenient?” The Target app in ChatGPT responds with suggestions across Target’s assortment.
- Browse, fill your cart with your favorites and purchase them with your Target account, as well as choose how you’d like to get your order, whether it’s same-day Drive Up, in-store Order Pickup or shipping.
* Restrictions apply. Subject to application approval and identity verification. See Target.com/CircleCard for program rules and details.