Does Target's New AI-Powered Shopping Assistant Make Holiday Gift Buying Easier? Sort of.

Target has hopped on the AI train. The retail chain has launched the Bullseye Gift Finder, a generative artificial intelligence-driven recommendation tool. So, go ahead and ask a robot what to get for that fussy tween in your life. It can't be any worse than what you will come up with on your own — and you'll now have an unfeeling robot to blame. 

A generative AI tool is just a fancy way of saying that an algorithm functions like a personal shopper to narrow down your search for the perfect gift. You go to the website or open the Target app on your phone, answer some questions about the person you're shopping for, including age, hobbies, favorite brands and more, and the gift finder will spit out personalized suggestions based on your search criteria.

According to the website, "Say you select the fields for a 2- to 4-year-old, including options for baby and toddler, focused on toys for creative thinking and sensory development. The tool searches a selection of our toy assortment and recommends a lineup of ideas your giftee will love." The store initially focused on toys, but is adding additional gifts through the season.  

When I opened it and answered questions, it had some good, targeted suggestions for toddlers ranging from clothes to dolls to smart watches and developmental toys. Searches in other categories weren't as successful.

The good news is that the gift finder isn't all of Target's venture into AI. If you do find something you're on the fence about, the Shopping Assistant might (and we do mean might) help. A little avatar will pop up on some items to answer questions you might have about fit or what the item is made from. But there are issues.

While easier to track down than a floor worker, actually finding the digital assistant is not easy. For starters, the AI is only on "select owned brand items" and will only work when you're already logged into your Target account. 

It took opening and closing four different items on the site to actually find an AI assistant, and even though Target promises "a savvy shopping buddy, answering your questions and providing recommendations as you shop," I'm pretty sure I'd stop being friends with anyone whose only response to even basic questions was "Sorry, I can't answer that question right now. I'm still learning!" over and over and over again. 

Alas, my kids are just getting whatever random stuff I come up with. Again. (Or maybe I'll consult one of Cheapism's gift guides.)

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