How is Target Adjusting Its AI Strategy?
The company is looking at ramping up investment in its analytics teams in a bid to turn growing volumes of data into actionable insights at a faster clip.
On May 25, 2026, in Bengaluru, Target India President Andrea Zimmerman told Reuters that while Target wants to put AI at the center of its business, unexpected price hikes from AI vendors are forcing a shift in strategy.
Zimmerman informed Reuters about that significant investments are being made to ensure that the teams have the right tools for their jobs. She also said that Target focuses on the intentional use and integration of AI rather than deploying it everywhere.
"It is forcing us to re-evaluate our strategy," Zimmerman said. Discussions around AI pricing are "at the highest level in both our architecture forums as well as in our senior leadership forums within technology," Zimmerman said.
As per Reuters, OpenAI and Anthropic are increasingly shifting to token-based pricing that charges customers based on usage, instead of a subscription-based service, reflecting a broader reset in AI economics and raising costs for enterprises.
Target Leans on Bengaluru Hub
Target's Bengaluru hub employs 5,600 people across its main business tracks including merchandising, digital, stores and supply chain. About 40% of Minneapolis-based Target's tech workforce is based in Bengaluru.
In India, the company is looking at ramping up investment in its analytics teams in a bid to turn growing volumes of data into actionable insights at a faster clip. Target works for quick adaptation when they identify any shift in consumer demand or sentiment, told Zimmerman to Reuters.
According to Reuters, the retailer has struggled with three straight years of declining revenue as cost-conscious shoppers traded down to cheaper alternatives. The company’s
new CEO Michael Fiddelke has planned to spend an additional $2 billion this year on new stores, remodels, and AI initiatives.
"AI is fun, exciting and interesting to think about," Zimmerman said. "Change isn't going to be immediate, and it is certainly not free."
Key Takeaways
- Target shifts AI strategy due to rising vendor costs, focusing on intentional integration over widespread deployment.
- Invests in analytics teams to transform data into actionable insights rapidly amid changing consumer demands.
- Adapts to token-based pricing models from AI vendors, impacting enterprise budgeting and strategy discussions.
- Bengaluru hub plays a crucial role, housing 40% of Target's tech workforce and driving innovation.
- Prioritizes reevaluation of AI expenditures at senior leadership levels to align with evolving market conditions.