Target Taps AI Personalization as Wish-List Creations Jump Over 50%

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Target Corporation is leaning further into artificial intelligence to personalize digital shopping and deepen engagement with its core customers, joining OpenAI, Google Gemini and other leading platforms in the early development of agentic commerce. Management said traffic from external AI platforms remains a small part of the business but is expanding at more than 3.5 times the industry pace compared with a year earlier. Within Target's own digital ecosystem, the company introduced AI-powered teacher and college wish lists during the back-to-school and back-to-college season, alongside more personalized content on the Target app's home screen. Total wish-list creations increased more than 50% year over year, the number of items added to those lists more than doubled, and conversion across key back-to-school pages rose nearly 20%. For comparison, Walmart said usage of its AI-powered Sparky assistant rose 70% year over year and that customers using Sparky spend 40% more per order, while BJ's Wholesale said its AI assistant Bev has handled more than 100,000 member conversations and that digitally enabled comparable sales rose 30% in the second quarter of fiscal 2026. Target shares have rallied 21.7% over the past three months against the industry's 7.3% decline, and the Zacks Consensus Estimate for its earnings per share for the current and next fiscal year has increased by 91 cents and 19 cents to $10.43 and $9.38, respectively, over the past 30 days.

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