Target has updated its online terms to incorporate Google’s Gemini AI assistant, emphasizing the increasing influence of AI in retail. Under the new policy, if customers authorize an AI shopping agent for purchases, they remain financially liable for those transactions, even if mistakes occur. This shift aims to clarify responsibility as Target prepares for Gemini to suggest products and facilitate purchases. Other major retailers like Amazon and Walmart are navigating similar challenges regarding the integration of AI shopping assistants. The updated terms, effective March 22, 2026, underscore the urgency for clear guidelines on liability as AI technologies evolve in the retail space. Neil Saunders, Managing Director at GlobalData, noted this signifies a move towards “agentic commerce,” while Target’s Chief Information Officer, Prat Vemana, highlighted the timely relevance of AI. As AI shopping assistants become commonplace, transparency and consumer education remain essential. Target’s integration with Gemini is set for launch in the coming months.
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