Target is rolling out a new AI-led shopping experience that allows customers to browse and buy products directly from Google Search and the Gemini app, without leaving the platform.
The update, announced on 11 January 2026, lets shoppers use Google’s AI Mode or the Gemini assistant to search for products through natural language prompts and complete purchases inside the same conversation.
For example, a shopper can ask for help finding affordable gym clothing and immediately see curated product options from Target, with the ability to buy on the spot.
The new experience is built on the Universal Commerce Protocol (UCP), an open standard developed by Google together with retail partners, including Target. UCP is designed to allow AI systems and retail platforms to work together using a shared framework, creating a smoother path from product discovery to checkout.
Target said the move is part of a wider push to make shopping easier and more intuitive wherever customers start their search, especially as AI-driven discovery becomes more common.
The retailer is also playing an active role in shaping the UCP standard as a co-developer, helping define how agent-led commerce could work across search, apps, and digital assistants.
For Google, the partnership with Target is part of a broader effort to integrate commerce more deeply into AI-powered search. The company confirmed that a new checkout feature tied to AI Mode and the Gemini app will follow, aimed at reducing friction between browsing and buying.
The announcement reflects a wider shift across US supermarkets and mass retailers, as digital platforms increasingly influence how shoppers discover products before ever reaching a retailer’s own website or app.
Rather than replacing existing ecommerce channels, the new AI shopping layer is positioned as an additional entry point, capturing customers earlier in the decision-making process.
Target has already invested heavily in digital tools, including personalised recommendations and gift-finding features. The Google integration extends that strategy into conversational search, where product discovery is guided by AI rather than keywords.
The rollout timeline for the new shopping experience has not been fully detailed, but both companies said the capability will become available soon across Google Search AI Mode and the Gemini app.
Why It Matters
This move shows how quickly shopping is shifting away from traditional search and website journeys.
By allowing customers to browse and buy directly inside Google’s AI Mode and the Gemini app, Target is positioning itself closer to the moment when shoppers are still deciding what they want. That matters, because discovery now often happens before a retailer’s own site is even visited.
For Target, the partnership reduces friction between inspiration and purchase. It also helps the retailer stay visible as AI-driven search tools begin to shape how consumers find products, compare options, and make decisions.
For the wider retail industry, the announcement signals a deeper integration between large retailers and technology platforms. As AI-led search becomes more common, retailers that can connect their product data and checkout systems into these environments may gain an advantage.
The development also highlights a broader shift across US retail, where control over the digital shopping journey is increasingly shared between retailers and tech companies, rather than owned entirely by one side.
Editor’s Note: This article is based on Target’s official announcement and statements from Google regarding the launch of AI-enabled shopping through Google Search AI Mode and the Gemini app. Details reflect information available as of 11 January 2026.
