Marketing

Target launches AI features for faster customer discovery, shopping

Photo: Photo Agency - stock.adobe.com

September 11, 2026

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Target has added AI-powered features into its app to make shopping easier, more inspiring and more personal for the shoppers.

The first feature is an AI-powered Photo Search that turns visual inspiration into product discovery, according to a press release. Guests can tap the photo icon in the search bar and upload or take a photo to explore similar products available at Target.

"At Target, we're focused on creating a shopping experience that's easy, inspiring and friendly. 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. These enhancements reduce friction while also showcasing the style, design and differentiated assortment that make Target special," Sarah Travis, executive vice president and chief digital and revenue officer, Target, said in the release.

Another added feature is Target's AI-powered Review Insights. The feature identifies commonly discussed product attributes and organizes feedback into helpful themes, making it easier for guests to understand product reviews. The third enhancement is Target's Continue Shopping experience, which uses AI-powered personalization to reconnect guests with products they've recently viewed, while showcasing relevant alternatives and offers.

"Since launching last fall, we've continued to evolve the Continue Shopping experience. 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," Travis said in the release.