Target Unveils AI Chatbot to Assist Staff and Elevate Customer Service Experience

Target is embarking on an exciting journey by introducing its own generative AI chatbot, aptly named the Store Companion. This innovative tool is designed specifically for team members, enabling them to efficiently address customer inquiries and enhance store operations. Available as an application on handheld devices, the Store Companion provides immediate assistance for daily tasks and supports new employees in navigating their roles effectively.

Trained on Target’s extensive internal data—including frequently asked question pages—the chatbot is equipped to generate precise answers to a variety of queries, ultimately improving the customer service experience. "Generative AI is a game-changing technology, and Store Companion will simplify daily tasks while allowing our team to respond to guest requests with confidence and efficiency,” said Mark Schindele, Target’s Chief Stores Officer. He emphasized that this tool liberates time and focus, enabling staff to deliver thoughtful service and turn Target into a shopping destination that fosters discovery, convenience, and joyful moments for customers.

Early feedback from users has been overwhelmingly positive, with team members encouraged to share their suggestions for further enhancements. “We’re hearing great feedback from our team about the new app,” said Jake Seaquist, Store Director in Champlin, Minnesota. “Streamlining day-to-day tasks boosts our team members' productivity, allowing them to spend more quality time with guests and significantly enhancing the overall shopping experience across the store.”

In addition to the Store Companion, Target is actively exploring a range of generative AI applications. Already integrating generative AI into its online shopping experience, the retailer aims to personalize customer interactions by curating relevant search results and refining product descriptions on its website. The Guided Search feature enables users to perform conversational searches, such as "summer party," yielding a comprehensive array of relevant items rather than limiting results to a singular product.

This AI-powered search functionality debuted on Target.com, with plans to extend its capabilities to additional services in the near future. As Target continues to innovate, the company is set to introduce a second generative AI tool for staff in the coming months, although specific details about this internal application have yet to be unveiled. Initial deployment will commence with team members at the company’s headquarters in Minneapolis, further enhancing the operational efficiency and customer experience that Target is dedicated to providing.