Target"s AI Strategy: Brett Craig Drives Innovation in Retail

Target, a major retailer with over $109 billion in annual revenue and nearly 2,000 stores nationwide, is undergoing a significant transformation under the leadership of Brett Craig, the Executive Vice President and Chief Information Officer. Craig has emphasized the evolving role of technology in enhancing customer interactions and empowering employees, moving beyond mere automation to a more integrated approach that fosters better service delivery. To cultivate a culture of innovation, Target has implemented various initiatives, including quarterly Demo Days, hackathons, and the '50 Days of Learning' program. These initiatives encourage continuous learning and experimentation among technologists, allowing them to explore new ideas and technologies, even if not all results are directly applied. This culture of curiosity is essential for driving innovation within the company. For over a decade, Target has been leveraging artificial intelligence across its operations to improve efficiency and personalize customer experiences. Craig is particularly enthusiastic about the potential of generative AI to create more human-like interactions with customers. The company’s success in deploying AI is attributed to its substantial investment in building a robust data foundation and architecture, which enables quick experimentation and implementation of new technologies. Craig envisions a future where technology not only supports operations but also enhances the overall human experience. His commitment to balancing innovation with responsibility reflects Target's dedication to ethical growth, ensuring that advancements in technology benefit all stakeholders involved in the retail ecosystem.