Target Turns App AI Features Into Bigger Orders and Faster Checkout

Target's artificial intelligence (AI)-powered shopping features, launched over the past year, have proven successful, according to the retailer's latest press release. Sarah Travis, the company's executive vice president and chief digital and financial revenue officer, stated that the features help guests "move naturally between our stores and digital channels" and shop "with confidence."

The company's AI-powered Photo Search, launched in August, allows customers to upload or take a photo and then view similar items available at Target, eliminating the need to describe products using words. Review Insights, introduced in June, analyzes common product attributes discussed in shopping reviews and organizes feedback into themes, enabling customers to focus on the most relevant information for their purchase decisions.

Early results indicate that this feature drives conversion and add-to-cart activity while reducing decision fatigue.

Buy Again, launched last year, utilizes AI to present frequently purchased items, past purchases, and relevant deals based on the customer's previous shopping behavior. This feature has contributed to strong year-over-year growth in purchases, making it easier for guests to reorder everyday favorites across key categories such as food and beverage.

Continue Shopping, launched last fall, reconnects customers with recently viewed products, along with relevant alternatives and offers, using AI. This feature has driven strong guest engagement and more add-to-cart activity, facilitating customers' return to products they are considering and completing their shopping journey. PYMNTS reported in August that major retailers, including Target, have observed results from AI shopping tools, such as bigger orders and increased spending, during the latest earnings season.