Target’s GenAI Tool Designed for Employee Engagement and a Better Customer Experience

Target Corporation announced it plans to introduce a generative artificial intelligence (GenAI) tool called Store Companion. This chatbot will help team members work faster and more efficiently and, in turn, foster heightened customer engagement and improve the shopping experience. The initiative is expected to roll out across almost 2,000 Target Stores by August. 

Store Companion was developed to assist team members with processing questions, coaching new staff, and store operations management. The GenAI-powered chatbot will be accessible as an app via handheld devices, offering expedient replies to inquiries 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 employees will receive replies within seconds, which will be particularly beneficial for seasonal and new employees who are still learning. 

“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,” said Brett Craig, Executive Vice President and Chief Information Officer at Target. “The transformative nature of GenAI is helping us accelerate the rate of innovation across our operations, and we’re excited about the role these new tools and applications will play in driving growth.” 

Store Companion has been piloted in approximately 400 stores, with feedback indicating significant improvements in daily tasks and guest engagement.  

Jake Seaquist, a store director at a Target pilot location in Champlin, Minnesota, stated, “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.” 

Target plans to extend GenAI usage beyond Store Companion. Upcoming internal tools for headquarters staff and enhancements to’s digital experience are in development. This includes GenAI-powered product pages, intelligent search capabilities, and more personalized guest interactions. 


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