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Target Introduces AI Chatbot ‘Store Companion’ to Revolutionize Retail Operations

The AI-powered chatbot, dubbed 'Store Companion,' is set to empower Target's workforce and potentially redefine customer service in the retail sector.

Target Corporation has announced the imminent rollout of a cutting-edge generative AI tool across its nearly 2,000 U.S. stores. The AI-powered chatbot, dubbed ‘Store Companion,’ is set to empower Target’s workforce and potentially redefine customer service in the retail sector.

Developed in-house by Target’s technology team, Store Companion is designed to streamline daily operations by providing instant answers to team members’ questions about store procedures and processes. The AI assistant can handle queries ranging from customer service protocols to technical troubleshooting, effectively serving as a virtual coach and process expert.

Brett Craig, Target’s Executive Vice President and Chief Information Officer, emphasized the strategic importance of this initiative: “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.”

The rollout of Store Companion, scheduled to be completed by August, follows a successful pilot program in approximately 400 stores. This rapid deployment, moving from initial testing to chainwide implementation in just six months, underscores Target’s agility in adopting transformative technologies.

Mark Schindele, Executive Vice President and Chief Stores Officer at Target, highlighted the tool’s potential impact,”Generative AI is game-changing technology and Store Companion will make daily tasks easier and enable our team to respond to guests’ requests with confidence and efficiency. The tool frees up time and attention for our team to serve guests with care and to create a shopping destination that invites discovery, ease and moments of everyday joy.”

Early feedback from the pilot program has been overwhelmingly positive. Jake Seaquist, a store director at one of the pilot locations in Champlin, Minnesota, reported, “We’re hearing great feedback from our team about the new app. Streamlining day-to-day tasks goes a long way with our team members and adds up to more time spent with guests and a better guest experience across the store.”

Beyond Store Companion, Target is leveraging generative AI to enhance its digital shopping experience. The company is using AI to improve product descriptions, summarize reviews, and create more relevant product titles on its website. Additionally, a new ‘Guided Search’ feature on utilizes conversational language to provide intelligent, curated search results.

As the first major retailer to announce the widespread implementation of generative AI for in-store operations, Target is positioning itself at the forefront of retail innovation. This move could potentially set a new standard for operational efficiency and customer service in the retail industry, prompting competitors to accelerate their own AI adoption strategies.

While the long-term impact of this technology remains to be seen, Target’s bold step into the world of generative AI signals a new era in retail operations, one where artificial intelligence becomes an integral part of the shopping experience both for employees and customers alike.

Picture of Mansi Singh
Mansi Singh
Mansi is an Associate Content Strategist. She holds interest that centers around use of Gen AI in enhancing daily lives and she is dedicated to exploring the latest trends and tools in AI. She can be reached at
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