Target Unveils GenAI-Powered Store Companion to Enhance Team and Guest Experience

Target Unveils GenAI-Powered Store Companion to Enhance Team and Guest Experience

THE WHAT? Target Corporation (NYSE: TGT) is set to introduce a new generative artificial intelligence (GenAI) tool named Store Companion across all its nearly 2,000 stores by August. This makes Target the first major retailer to implement such technology for its store team members nationwide.

THE DETAILS Store Companion is a GenAI-powered chatbot designed to assist with on-the-job process questions, coach new team members, and support store operations management. Available as an app on store team members’ handheld devices, it provides immediate answers to queries like “How do I sign a guest up for a Target Circle Card?” or “How do I restart the cash register in the event of a power outage?” Target’s in-house technology team developed this tool using real frequently asked questions and process documents from its store teams. The tool is currently being piloted in about 400 stores, with plans for a full rollout by August.

THE WHY?  Brett Craig, Target’s executive vice president and chief information officer, emphasized that technology is crucial for the future of retail, aiming to make it easier for team members to perform their jobs and enhance the guest shopping experience.

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