AI-driven traffic to Target increased 2,000% in the first quarter compared to the 2025 period, the company said in an online post detailing how the operation is applying artificial intelligence, particularly in conversational commerce.
Target said its AI strategy includes partnerships with technology companies to accelerate adoption and better understand changing consumer shopping behaviors. The company asserted that it is the first mass retailer with a presence across three key AI platforms: Google Search (including AI Mode and the Gemini app), Microsoft Copilot, and OpenAI’s ChatGPT. In each case, consumers can interface conversationally as they search, browse and buy. Target sees conversational commerce as a new means of product discovery, helping shoppers build multi-item baskets and link to their Target Circle loyalty accounts. So, shoppers direct interactions and control purchase decisions, while AI supports their efforts by offering ideas, curating choices, and providing seamless transactions.
Another way Target intends to apply what it is learning about AI in retail is by improving consumer experiences on its app and website. Target wants to elevate e-commerce shopping so it feels intuitive and provides relevant recommendations, an easier checkout process and more personalized benefits.
Shoppers can now browse product listings and purchase items directly from Target through Google Search (including AI Mode) and the Gemini app, via the Universal Commerce Protocol, an open standard for agentic commerce. Consumers can ask questions based on product, occasion, or intended use, receive curated recommendations from Target’s assortment and complete purchases while accessing Target accounts, promotions, and Target Circle benefits.
Target pointed out that it is an early customer-loyalty launch partner for Microsoft Copilot Checkout via account linking. With that development, shoppers can browse, log into their Target accounts and make purchases all within the Copilot chat. Because guests are prompted to log in to their Target accounts, loyalty program members can enjoy exclusive discounts and free shipping. Members paying with their Target Circle Card also save 5% off the purchase price.
Target, Microsoft Copilot Shopping
On ChatGPT, Target allows consumers to purchase multiple items in a single transaction and choose drive-up, order pickup, or shipping. Shoppers can request personalized recommendations, browse and build baskets from across the full Target assortment, and make purchase decisions in their accounts with the retailer.
“More people are discovering products and finding inspiration in AI-powered environments, and we see a real opportunity to meet them on their shopping journey,” Sarah Travis, Target chief digital and revenue officer, said. “By partnering early with leading tech innovators, we’re helping guests turn inspiration into action and shop Target in a way that feels natural and easy.”
Ashish Gupta, Google vice president and general manager of merchant shopping, added,
“We’re excited to work alongside Target and others to co-develop the Universal Commerce Protocol and enable customers to buy their favorite items directly on Google Search, including AI Mode and the Gemini app. Working with industry leaders like them is critical to scale agentic commerce in a way that benefits both consumers and retailers.”
