How Target Rebuilt Retail Discovery with Spanner Graph
In today’s retail environment, shoppers expect highly personalized product discovery experiences and conversational assistance that feels genuine, natural, and genuinely helpful. Today, successful product discovery is about understanding semantic meaning and the rich, connected relationships between products, categories, and guest intent. It is no longer just about keywords and basic browsing.
At Target, this work is handled by our Guest Product Confidence platform team. They are responsible for building the features that establish trust and guide purchasing decisions, such as ratings, reviews, and AI-driven digital shopping assistants. An exciting example of this is our Gift Finder chat agent, which we launched during the 2025 holiday season online and in the Target app to help shoppers discover the perfect items through friendly, conversational dialogue.
To deliver real-time personalization and context-rich semantic responses like these at global scale, we identified a critical architectural need to move away from a fragmented data...
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