Target Uses AI Personalization to Deepen Digital Guest Engagement

Target Corporation TGT is increasingly leaning into artificial intelligence (AI) technologies to personalize the digital shopping experience and deepen engagement with its core consumer base. As part of its broader push to accelerate tech capabilities, the retailer is utilizing AI-powered tools designed to streamline discovery and deliver highly customized content to digital shoppers. Target has also joined with OpenAI, Google Gemini and other leading platforms to participate in the early development of agentic commerce. Although traffic from external AI platforms remains a small part of the business, management said this traffic is expanding at more than 3.5 times the industry pace compared with a year earlier.