Target Launches Ask Target AI Shopping Assistant
The retailer has released a beta version of its new AI-powered chatbot to assist shoppers with specific company inquiries.
Updated on Oct. 21, 2026 in Artificial Intelligence
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Target has officially debuted a beta version of Ask Target, an AI-powered assistant designed to answer customer questions about the retailer. The tool arrives just ahead of the peak holiday shopping season.
Why it matters
By launching this tool, Target aims to streamline the customer experience and remain competitive against other major retailers that have already integrated AI shopping features. The initiative follows the company's recent move to strengthen its technical leadership.
Ask Target functions as a chatbot trained on the retailer's proprietary in-house data. Employees previously tested an internal iteration of the software to review new merchandise offerings.
The players
Target
Target is a major American big-box retailer that operates a chain of discount department stores and hypermarkets across the United States.
Chandhu Nair
Chandhu Nair serves as the chief AI officer for Target, a role created to spearhead the company's artificial intelligence and automation strategy.
Amazon
Amazon is a global technology and retail conglomerate known for its extensive e-commerce platform and integrated AI consumer services.
Walmart
Walmart is the world's largest retailer by revenue, competing heavily in the digital commerce and AI-driven shopping space.
Lowe's
Lowe's is a prominent home improvement retailer that currently employs artificial intelligence tools for customer shopping assistance.
The details
The AI assistant is built to provide targeted answers to customer queries, leveraging the internal data sets previously refined by company staff. This rollout follows the strategic hire of the firm's first chief AI officer, signaling a shift toward more robust automation in the retail sector.
Timeline
August 2026: Chandhu Nair was hired as the first chief AI officer.
October 2026: Target launched the Ask Target beta version.
The Tech Race
Target's move follows the implementation of AI shopping tools by rivals like Amazon, Walmart, and Lowe's. This development marks the retail industry's transition from legacy e-commerce search toward generative AI interfaces designed to influence purchasing behavior.
Shoppers can expect to use the new chatbot to find information about products and services more quickly during the busy holiday period. The tool is designed to simplify the shopping journey by providing instant responses to inquiries directly through the Target platform.
The takeaway
The deployment of Ask Target reflects an increasing trend of retailers using generative AI to capture consumer attention during peak sales events. Customers should verify automated responses against official product details, especially during complex holiday promotions.
Further reading
For additional context, visit the Artificial Intelligence section.
Live Poll
Would you use an AI assistant to help you shop for holiday gifts?
