Target is rolling out a generative AI-powered chatbot, Store Companion, to team members across nearly 2,000 stores by August 2024. Accessible via handheld devices, the chatbot guides workers through store procedures, from signing someone up for Target's membership program to troubleshooting cash register issues during a power outage. The retailer believes this form of real-time assistance will improve efficiency and free up employees' time to focus on serving customers.
While Target's Store Companion promises increased productivity and — indirectly — more customer engagement, it also raises questions about potential downsides. Traditionally, workers would turn to a colleague for guidance, fostering mentorship and a supportive work environment. With Store Companion handling many of their queries, there's a risk that organic, relationship-building moments will diminish and lead to a more isolated workforce, where team members rely more on technology than on each other.
It's a particularly pertinent risk in light of the Gallup report we recently spotlighted, which found that 20% of employees experience daily loneliness, rising to 22% among those under 35. If your company is considering following Target's lead, how will you ensure that efficiencies gained through AI don't erode staff interactions that contribute to a positive and productive workplace?
