Target to roll out GenAI-powered chatbot for team members

U.S. retail giant, Target has said it plans to roll out a new GenAI tool to team members across almost 2,000 stores nationwide by August.

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

By introducing the tool Target is aiming to help staff work more efficiently, enabling them to offer faster service and deeper guest engagement.

“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,” said Brett Craig, executive vice president and chief information officer, Target.

He added: “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.”

Store Companion is the latest example of how Target is accelerating its use of GenAI to create personalised experiences.Target also is using GenAI to elevate its digital experience for consumers, including GenAI-powered product pages and search capabilities that curate the most relevant results and make it easier for consumers to find what they need.

Additionally, the company uses GenAI to summarise reviews and make product descriptions on its site pages more relevant for shoppers.