Walmart and Target Push AI into online shopping

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TL;DR:

Walmart and Target are rolling out AI-driven shopping tools to personalize product discovery and speed up buying decisions, as competition shifts toward conversational, intent-based retail experiences.

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Walmart and Target are accelerating the use of AI-powered shopping tools, aiming to reshape how consumers discover and purchase products online. The move reflects rising pressure from Amazon and emerging AI-native platforms, as retailers race to embed personalization directly into search, recommendations, and product discovery. This matters now because consumer expectations are shifting — from keyword search to conversational, intent-driven shopping.

Both retailers are investing in generative AI to surface tailored product suggestions, automate comparisons, and reduce decision friction. Walmart has expanded AI features across its app and website, while Target is experimenting with tools that anticipate shopper needs based on behavior and preferences. The underlying goal is clear: shorten the path from discovery to checkout while increasing basket size.

Industry data reinforces the urgency. According to a 2024 report by Insider Intelligence, more than 40% of U.S. consumers are already open to using AI assistants for shopping decisions. That adoption curve is forcing legacy retailers to rethink digital storefronts as dynamic, responsive interfaces rather than static catalogs.

“AI is fundamentally changing how people search and shop, moving from queries to conversations,” says experts, noting that retailers who fail to adapt risk losing relevance in discovery-driven commerce.

The shift also introduces new competitive dynamics. If AI intermediates discovery, control over recommendations — and data becomes the key battleground. Retailers are no longer just competing on price or logistics, but on the quality of their algorithms and user experience.

The next phase will test execution. Personalized AI shopping must balance convenience with trust, especially around data use and transparency. For Walmart and Target, success will depend on whether these tools genuinely improve decisions — or simply add another layer of noise.