How to Optimize for Target AI: Bullseye Gift Finder and Shopping Assistant

Target AI has quietly entered the retail AI assistant race with a measured strategy that differs significantly from competitors. While Amazon's Rufus and Walmart's Sparky cast wide nets, Target is testing the water with two specialized tools: Target AI Gift Finder (previously called Bullseye) and Target AI Shopping Assistant.

Understanding how Target AI works - and other shopping experiences like it- is crucial for sellers looking to maximize visibility in this growing channel.

What Is Target AI?

Target AI consists of two distinct tools launched in December 2024, each serving specific customer needs:

Target AI Gift Finder, Previously Called Bullseye

Bullseye Gift Finder uses GenAI to provide personalized product recommendations through age, hobby, and brand filtering. At launch it was focused on toys, generating real-time suggestions from Target's assortment using criteria like "2- to 4-year-old" + "creative thinking" + "sensory development" to recommend specific products. The tool is no longer configured for Christmas, instead providing Mothers Day recommendations across categories like "beauty & skincare" and "kitchen, food & beverages."

Target AI Shopping Assistant

Target AI Shopping Assistant operates as a chat-based Q&A, similar to Rufus, tool currently only available on Target-owned brand product pages, answering questions like "Will this shirt shrink in the wash?" and "Does this product contain artificial fragrance?" The tool is currently in testing phase and similar to Walmart Sparky requires users to be logged in to use.

Target AI vs Walmart Sparky and Amazon Rufus

This comparison shows Amazon, Walmart, and Target's approaches to implementing and testing this technology - Amazon with a confident roll-out and Walmart and Target with different but equally limited and measured approaches.

Other Target AI Initiatives

Target AI didn't emerge in isolation. The company built substantial AI infrastructure before launching customer-facing tools:

Store Companion (August 2024)

Like Walmart, Target's first GenAI deployment was internal, Target Store Companion, a chatbot for store associates that answers operational questions and coaches new hires.

Product Page Enhancements

Target implemented "hundreds of thousands of AI-powered improvements" to product display pages, including enhanced search capabilities and summarized product reviews.

Strategic Incentives to Targets Approach

While competitors rushed to launch broad AI assistants, Target AI's constraints are not just based on technical limitations, but real world strategic advantage.

Gift Giver Seasonal Alignment

Gift Finder launched during Target's strongest season—holiday shopping. The tool's gift-focused design aligns perfectly with Target's core customer behavior during peak shopping periods.

PDP Enhancement to Target Products

Shopping Assistant's focus on Target-owned brands drives higher-margin products while providing detailed product information that builds customer confidence.

Commitment to Multiple Initiatives

Target, clearly, is not putting all their eggs in one basket when it comes to AI. Their commitment to testing multiple AI initiatives is best outlined by their executive VP & CIO, Brett Craig:

"We know technology will continue to play an outsized role in the future of retail - for our team members, our guests, and our business. With that in mind, we're continually experimenting with new tools to make it even easier for our team to do their jobs and to bring more of what guests love about shopping at Target to life."

How to Optimize for Target AI

1. Optimize for Target AI Gift Giver

Target AI's Gift Finder is highly seasonal and persona dependent. Be aware of what holiday Gift Giver is configured for, and what persona a user might be shopping for. PDP content may be edited in the following ways:

• Age-Specific Language: Use precise age ranges ("perfect for x-y year olds") rather than broad categories

• Gift-Giving Scenarios: Frame products as solutions to gift-giving challenges ("the perfect A for Z")

• Recipient Focus: Write for gift-givers, not just product users

2. Optimize for Target AI Shopping Assistant

Similar to Amazon Rufus and Walmart Sparky product Q&A, optimizing for Target's AI Shopping Assistant is about thoroughness: how well does your listing answer every pre-loaded question on the PDP? Can your listing accurately answer questions offered on other category PDP's? Multiple parts of the product page can be used for this enrichment. Here are some examples

• Care Instructions: Include detailed washing, storage, and maintenance information

• Material Details: Provide comprehensive ingredient, fabric, and safety information

• Sizing Guidance: Address fit, dimensions, and compatibility concerns

• Q&A and Reviews: The two most useful sections for providing listing context

Utilize Azoma to Optimize for Target AI

Azoma's Ecommerce AI Visibility suite was initially built for Amazon Rufus, but our tooling now scrapes and analyzes questions and answers across entire product categories in all major AI shopping experiences - including ChatGPT Shopping, Amazon Rufus, Walmart Sparky, and Target's AI Shopping Assistant.

Our platform provides critical competitive insights: how often your brand appears in AI recommendations compared to competitors, and specific content gaps you can fill to increase visibility. Built on vast datasets and research from Amazon and Walmart's own ranking and AI research papers, Azoma generates optimized content that helps your listings stand out across all AI shopping platforms.

Book a demo to see how Azoma's AI visibility data can help you succeed with Target AI's unique approach before your competitors catch on.