AI is reshaping how Americans shop. Here’s how Target’s top tech leader says the retailer is adapting

Core Insights - Target's chief information and product officer, Prat Vemana, recently engaged in a new shopping experience by purchasing sleepwear through OpenAI's ChatGPT, indicating a shift in consumer behavior towards AI-assisted shopping [1][2] Group 1: Retail Trends - Retailers are experiencing a significant transformation as they approach the holiday season, with U.S. spending projected to exceed $1 trillion for the first time [2] - Consumers are evolving from traditional web-based shopping to mobile commerce and now to AI-driven platforms like ChatGPT, indicating a new phase in shopping behavior [2] Group 2: Target's Strategy - Target aims to leverage AI technologies, including integration with ChatGPT, to reach its 800 million weekly active users and provide personalized shopping recommendations [3] - The company has introduced an AI-powered gift finder on its website and app, allowing users to receive natural-language responses to gift inquiries [3] Group 3: Financial Performance - Despite ongoing sales challenges, Target has seen a positive trend in digital sales, with a 2.4% increase in comparable digital sales reported for the fiscal third quarter [4][5] - Digital comparable sales have risen for seven consecutive quarters, showcasing a strong performance in the digital segment [5] Group 4: AI Implementation - Target has rolled out ChatGPT Enterprise to approximately 18,000 employees for various internal applications, including data summarization and spreadsheet queries [6] - A recent training session on ChatGPT was attended by 4,300 employees, with a satisfaction rate of 92% reported [6]