Target adds new AI features to consumer app
Target continues developing mobile artificial intelligence capabilities for its customers.
The discount giant has launched four new AI tools within its app. These updated AI capabilities follow the November 2025 rollout of several other AI-enabled app capabilities, including a conversational AI-equipped gift finder tool and a list scanner solution that enables customers to scan their handwritten lists in the app.
[READ MORE: Target adds AI in-store personalization, gamification features to app]
A brief overview of each new app AI feature follows:
Photo search
Launched in August and built directly into the Target app, AI-powered photo search enables customers to tap the photo icon in the search bar and upload or take a photo to browse similar products available at Target without needing to describe them in words.
AI review insights
Target’s AI-powered review insights feature, introduced in June, identifies commonly discussed product attributes and organizes feedback into themes. For example, a customer shopping for a cordless vacuum can see what reviewers are saying about metrics such as suction power, durability, weight and ease of use.
According to Target, early results show the feature is helping drive conversion and add-to-cart activity while reducing decision fatigue.
Buy Again
Available through the Target app’s main navigation, Buy Again uses AI-driven personalization to surface frequently purchased items, past purchases and relevant deals based on previous shopping behavior. For example, a customer can pull up a recent grocery order, select household staples like milk, bread or paper products and add them to a new basket in just a few taps.
Since launching in 2025, Target says Buy Again has continued to evolve with enhanced recommendations and more relevant deals and has helped drive strong year-over-year growth in purchases, while making it easier for customers to more quickly reorder everyday favorites across key categories, including food and beverage.
Continue Shopping
Target’s Continue Shopping experience uses AI-powered personalization to reconnect guests with products they’ve recently viewed while surfacing relevant alternatives and offers. Available across the homepage, personalized My Target shopping hub and search, the feature is designed to make it easy for customers to pick up where they left off and continue shopping.
Since launching in fall 2025, Target says it has continued to develop the Continue Shopping feature, which has has driven strong customer engagement and more add-to-cart activity.
“At Target, we’re focused on creating a shopping experience that’s easy, inspiring and friendly,” said Sarah Travis, executive VP and chief digital and revenue officer, Target. “Customers 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.”
