Target Corporation is dialing up the tech for the 2025 holiday season, unveiling new AI-driven features designed to make shopping more intuitive, personalized, and playful — both online and in stores.

“We know so many of our guests love shopping in our stores with their phones in hand, and when they use the Target app in-store, their basket sizes are nearly 50% higher,” said Cara Sylvester, Target’s chief guest experience officer. “We’re committed to making the shopping experience this year even more connected, personal, and intuitive.”

AI that helps shoppers find the perfect gift

At the center of Target’s digital upgrades is its new conversational Target Gift Finder, an AI tool that provides tailored gift suggestions based on simple prompts about the recipient or occasion. The company says it’s meant to remove guesswork from gifting and help guests discover items they may not have considered.

Another new feature, the List Scanner, brings handwriting recognition into the Target app. Shoppers can scan handwritten holiday lists — their own or their children’s — and instantly add items to their carts.

A smarter store mode

Inside its stores, Target is updating the app’s Store Mode for even more seamless navigation. As soon as shoppers walk in, the feature automatically switches on, guiding them aisle-by-aisle to find gifts, restocks, or trending items. If something is out of stock, Store Mode instantly offers alternatives such as same-day or next-day delivery where available.

A bit of holiday magic

To add some fun to the mix, Target is launching an in-store digital game, Find Bullseye, accessible in Store Mode. Shoppers can hunt for the brand’s beloved mascot and pick up a holiday sticker at checkout while supplies last. Animated virtual helpers inside the app will also pop up to offer tips, crack jokes, and brighten the shopping trip.

The retailer says the upgrades are designed to simplify gift-giving and help families “focus more on the joy of the season” — with AI doing the heavy lifting behind the scenes.