Target is leveraging the power of generative artificial intelligence to enhance the in-store experience for both employees and shoppers. The retailer has introduced a new chatbot, named Store Companion, designed to assist store workers with a variety of tasks and queries. This innovative tool is part of Target’s strategy to integrate advanced technology into its operations, aiming to boost employee confidence and improve customer service.
The Store Companion chatbot will be available as an app on the hand-held devices of store workers. It provides guidance on tasks such as rebooting cash registers and enrolling customers in the loyalty program. Brett Craig, Target’s Chief Information Officer, explained that the goal is to empower workers with the knowledge and tools they need to better serve customers. “We want our employees to feel confident and capable in their roles,” Craig said.
Currently, Target is testing the Store Companion app in 400 stores, with plans to expand its availability to nearly 2,000 locations by August. This rollout reflects a broader trend in the retail industry, where companies are increasingly adopting generative A.I. tools to enhance the shopping experience. Roy Singh, Global Head of Bain & Company’s Advanced Analytics Practice, noted that such technology could eventually make in-store shopping as personalized and convenient as online shopping.
Generative A.I. tools have already revolutionized online shopping by providing personalized recommendations and predictive technology. These advancements make e-commerce more convenient, as customers can easily find items without needing assistance. The introduction of the Target app aims to bring similar efficiencies to physical stores, helping workers quickly answer shoppers’ questions and providing a more seamless shopping experience.
Despite concerns about A.I. replacing human workers, Craig emphasized the complementary relationship between technology and employees. “The relationship between people and technology is crucial,” he said. “Our goal is to provide the right tools to help our employees perform their tasks effectively.”
Other major retailers are also embracing generative A.I. tools. Walmart, for example, recently expanded the use of an A.I. tool from its corporate offices to its retail stores, deploying it to 13,000 managers at Sam’s Club locations. This move highlights the growing trend of integrating A.I. into various levels of retail operations.
However, the adoption of generative A.I. in retail is not without its challenges. Some retailers have scaled back their experiments with A.I. technology due to unsuccessful implementations. The journey involves a continuous process of learning, failing, and relearning to achieve effective and scalable solutions.
Duleep Rodrigo, who leads the U.S. consumer and retail sector for KPMG, acknowledged the ongoing learning curve. “We are still in that growth phase, where we are figuring out how to adopt A.I. at scale effectively,” Rodrigo said. “It’s about understanding what works, what doesn’t, and continuously improving the technology and its application.”
As Target and other retailers continue to experiment with and refine their use of generative A.I., the potential for these technologies to transform the retail landscape becomes increasingly apparent. The integration of A.I. tools like Store Companion is not just about enhancing operational efficiency but also about improving the overall shopping experience for customers.
The future of retail likely includes a harmonious blend of human and machine capabilities, where A.I. tools empower workers rather than replace them. By providing employees with advanced tools and resources, retailers can ensure that they are well-equipped to meet the evolving needs of their customers.
In conclusion, Target’s introduction of the Store Companion chatbot marks a significant step in the retail industry’s adoption of generative A.I. technology. As the company rolls out this tool across its stores, it will be interesting to see how it enhances the in-store experience and sets a precedent for other retailers to follow.