Winning with AI
Our bold, disciplined approach helped the retailer move from experimentation to results.
Target has fully embraced generative AI—and with it, the future of retail. Recognizing the transformative technology’s power to create more personalized and seamless experiences for the retailer’s guests, team members, and partners, we collaborated with Target on a strategic approach to test and scale generative AI applications.
Our team of strategic thinkers, product management experts, data scientists, and full-stack engineers helped Target build new capabilities and develop use cases where generative AI would be a natural fit.
Bain partnered with Target to develop and launch several of the retailer’s initial generative AI use cases, including:
The first use cases we explored with Bain were right in the sweet spot of our generative AI strategy—new tools to solve problems while simultaneously demonstrating business impact for Target.
Store Companion: Target’s proprietary generative AI chatbot, Store Companion, can answer on-the-job process questions, coach new team members, support store operations management, and more—freeing up team members to spend more time with guests and help make the shopping experience even better.
Product Display Pages: Target is also using generative AI to enhance hundreds of thousands of product display pages on Target.com with new review summaries and more relevant product titles and descriptions. These improvements help consumers find the items they’re looking for more efficiently while also boosting confidence in purchase decisions.
Bullseye Gift Finder: Target’s generative AI-powered Bullseye Gift Finder provides personalized product recommendations for kids based on a variety of criteria, including age, hobbies, and favorite brands. The tool, available on web, mobile, and app, features thousands of gift ideas across categories like toys, tech, and accessories, allowing guests to find the perfect gift for everyone on their list in seconds.
Central to our partnership was helping Target build an enduring new capability that will empower the retailer to continue driving progress and results.
“Bain has played a critical role in Target’s generative AI journey, and their experience and skills added immediate value as we created the right internal infrastructure and began experimenting. From advising senior leaders to driving implementation and everything in between, Bain helped shape our enterprise approach to this transformative technology, and we’re grateful for their guidance and expertise,” said Thompson.
