MINNEAPOLIS — Target says AI-powered features added to its app in recent months are making shopping easier, more inspiring and more personal for its customers and contributing to its business resurgence.
“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,” says Sarah Travis, executive vice president and chief digital and revenue officer at Target. “These enhancements reduce friction while also showcasing the style, design and differentiated assortment that make Target special.”
The retailer recently introduced an AI-supported Photo Search feature, allowing users to search for products using an image they upload or take.
Target says Photo Search gives consumers a new way to shop by turning visual inspiration into product discovery. Users 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,” the company said this week in a press release.
Reviews drive conversion, reduce 'decision fatigue'
The debut of Photo Search was preceded by the release of Review Insights, which uses AI to summarize details referenced in product reviews. Shoppers use the summaries to guide their purchasing decisions, the company says.
Shopping reviews are a valued to tool to help shoppers see what others are saying about factors that matter most in their purchasing decision, Target says.
“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.”
Recurring orders, relevant deals
A Buy Again feature, available through the app’s main navigation, uses AI-driven personalization to surface frequently purchased items, past purchases and relevant deals based on previous shopping behavior.
Buy Again allows users to access 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. Target says Buy Again has helped deliver year-over-year sales growth.
Target’s Continue Shopping feature, launched last fall, uses AI to reconnect customers with products they’ve recently viewed, together with relevant alternatives and offers.
“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,” Target says.
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