Target, the major U.S. retailer, has announced plans to equip its store employees with an AI-powered chatbot called Store Companion. The mini AI sidekick will be accessible through handheld devices and is set to be rolled out to all of Target’s nearly 2,000 stores by August. This move makes Target the first major U.S. retailer to implement generative artificial intelligence across its entire store team.
Brett Craig, Target’s chief information officer, emphasized the challenging nature of a store team member’s job and highlighted the importance of empowering the team. The Store Companion tool aims to save time by allowing employees to ask informal, conversational questions instead of referring to physical handbooks or online intranet guides.
To develop Store Companion, Target’s in-house technology team utilized real frequently asked questions from store teams and incorporated feedback from employees during the testing phase. The Champlin Target store was among the first to pilot the technology, starting in March. The tool has proven helpful for new employees unfamiliar with Target’s processes and workers facing unusual situations.
Store Companion provides step-by-step guidance for various scenarios. For instance, during a recent power outage that affected refrigerated food and produce sections, employee Steve Noon sought advice on how to handle the temperature-sensitive items. Store Companion promptly provided instructions on protecting the items using a tarp-like material and offered guidance on determining which items needed to be discarded.
Target is currently piloting the tool at approximately 400 stores to gather feedback before the chainwide rollout. Store Companion is just one example of Target’s exploration of AI applications. The company has already implemented AI to enhance customers’ online experience by enabling more intuitive guided searches and generating detailed product descriptions. Generative AI is also being used to summarize reviews.
Brett Craig expressed enthusiasm for the transformative potential of generative AI, emphasizing its positive impact on the customer experience. Target continues to test other applications of this technology.