Target preps GenAI powered chatbot roll-out across US stores as technology plays ‘outsized role in future of retail’

Target has announced plans to roll-out a new generative artificial intelligence (GenAI) tool to team members at all of its nearly 2,000 stores by August.

This makes it the first major retailer to share that it is bringing this technology to its store team members across the US.

The tool, called Store Companion, is a chatbot designed by Target that can answer on the job process questions, coach new team members, support store operations management and more.

Store Companion's goal is to make the teams' jobs easier and allow them to work more quickly and efficiently, offering faster service and deeper guest engagement.

The initiative is part of Target's broader strategic approach to using GenAI across its business to empower its team, enhance the guest experience and support the company's long-term growth.

"We know technology will continue to play an outsized role in the future of retail — for our team members, our guests and our business. With that in mind, we're continually experimenting with new tools to make it even easier for our team to do their jobs and to bring more of what guests love about shopping at Target to life," says Brett Craig, Executive Vice President and Chief Information Officer, Target.

"The transformative nature of GenAI is helping us accelerate the rate of innovation across our operations, and we're excited about the role these new tools and applications will play in driving growth."

The Store Companion chatbot will be available as an app on store team members' specially equipped handheld devices, providing immediate answers to their questions about processes and procedures.

It also serves as a store process expert and coach, helping new and seasonal team members learn on the job.

"Generative AI is game-changing technology and Store Companion will make daily tasks easier and enable our team to respond to guests' requests with confidence and efficiency," says Mark Schindele, Executive Vice President and Chief Stores Officer, Target.

"The tool frees up time and attention for our team to serve guests with care and to create a shopping destination that invites discovery, ease and moments of everyday joy."

Target is currently piloting the tool at about 400 stores, using the teams' feedback to improve the experience ahead of the chainwide roll-out.

"We're hearing great feedback from our team about the new app," says Jake Seaquist, Store Director at one of the pilot stores in Champlin, Minn.

"Streamlining day-to-day tasks goes a long way with our team members and adds up to more time spent with guests and a better guest experience across the store."

Since the pilot began, team members have been sharing their expertise and adding materials to help shape the tool.