How AI is powering Target’s back-to-school push

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    "url": "https://www.retaildive.com/news/target-back-to-school-push-AI/829468/",
    "title": "How AI is powering Target’s back-to-school push",
    "author": "Dani James",
    "excerpt": "The mass retailer is utilizing AI for wish lists and recommended actions on its e-commerce site, Target’s senior vice president of technology told Retail Dive. Target’s back-to-school shopping experience is being powered, in part, by AI this year. The mass retailer found that customers who build wish lists drive about 45% higher demand in the category, the company told Retail Dive. The company’s using AI to help make the wish list process - and back-to-school shopping more broadly - an improved experience. “We will use AI to make product recommendations as people are starting to create their wish list,” Target Senior Vice President of Technology Brad Thompson told Retail Dive. “So rather than them having to think about all of the things that they need, we will start to nudge them and prompt them based on what we know about other guests that have bought, or things that they've bought in the past, or what we might know about that school and the supplies that the teachers might need, and it's making a big difference.” Target also has a feature called its \"next best action widget,\" where part of the site will prompt a customer to take a specific action. The widget is regularly on the site, but it’s contextualized seasonally. For the back-to-school period, that suggested action may be something like recommending a user create their wish list, Thompson said. “We use AI to sort...",
    "product": "AI-powered e-commerce personalization",
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    "published_at": "2026-09-03T16:46:00Z",
    "article_sentence": "The mass retailer is utilizing AI for wish lists and recommended actions on its e-commerce site, Target’s senior vice president of technology told Retail Dive."
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