“Guests move naturally between our stores and digital channels, and we’re using AI and personalization in purposeful ways to help them find what they need faster, discover new possibilities and shop with confidence,” Sarah Travis, executive vice president and chief digital and financial revenue officer at Target, said in the release.
Target’s AI-powered Photo Search, which was launched in August, allows guests to tap a photo icon in the search bar, upload or take a photo and then see similar items that are available at Target.
The company said this feature “helps guests find products without needing to describe them in words.”
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Target’s Review Insights, which was launched in June, identifies product attributes that are commonly discussed in shopping reviews and organizes that feedback into themes. For example, the feature might organize apparel reviews into themes such as comfort, fit, stretch and breathability.
“Instead of scrolling through reviews, guests can focus on the information that matters most to their purchase decision,” Target said in the release. “Early results show the feature is helping drive conversion and add-to-cart activity while reducing decision fatigue.”
Target’s Buy Again feature, which was launched last year, uses AI to surface frequently purchased items, past purchases and relevant deals based on the customer’s previous shopping behavior. The customer can then add these items to a new basket with a few taps.
“Buy Again has helped drive strong year-over-year growth in purchases, while making it easier for guests to quickly reorder everyday favorites across key categories, including food and beverage,” Target said in the release.
Target’s Continue Shopping feature, which was launched last fall, uses AI to reconnect customers with products they’ve recently viewed, together with relevant alternatives and offers.
“The feature has driven strong guest engagement and more add-to-cart activity, making it easier for guests to return to products they’re considering and complete their shopping journey,” Target said in the release.
PYMNTS reported in August that during the latest earnings season, Target and other major retailers said that AI shopping tools are already showing results in the form of bigger orders and more spending.
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