Target Warns Shoppers About Liability for AI-Powered Purchases

Retailer updates terms as it partners with Google's Gemini AI for shopping recommendations and checkout.

Mar. 30, 2026 at 10:37pm

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A highly detailed, glowing 3D illustration of a futuristic AI-powered shopping cart, with neon cyan and magenta lights illuminating the various sensors and components, hovering above a sleek, minimalist background.An AI-powered shopping cart concept illustrates the growing role of intelligent agents in the future of retail.Minneapolis Today

Target has updated its online terms and conditions to address the upcoming integration of its platform with Google's Gemini AI assistant. The new policy states that if a customer authorizes an AI shopping agent to make purchases on their behalf, those transactions will be considered 'authorized' by the customer, meaning they will still be responsible for paying for any items ordered, even if the AI makes a mistake. Target says this change is necessary as it prepares to allow Gemini to suggest products and complete purchases for shoppers.

Why it matters

This policy shift signals the growing role of AI in retail and the need for clear guidelines around liability as these technologies become more integrated into the shopping experience. As major retailers like Target, Amazon, and Walmart roll out their own AI shopping assistants, they are grappling with how to protect themselves and customers from potential issues that could arise from autonomous purchasing.

The details

Target's new terms state that if a customer authorizes a third-party AI agent to make purchases on their behalf, those transactions will be 'considered authorized' by the customer. This means the shopper would still be responsible for paying, even if the AI bot ordered the wrong item. The policy also notes that Target does not guarantee the AI tools 'will act exactly as you intend in all circumstances.' This change is specifically tied to Target's upcoming integration with Google's Gemini AI, which will allow shoppers to get product recommendations and complete purchases through the AI assistant without going directly to Target's app or website.

  • Target updated its terms and conditions on March 22, 2026.
  • Target plans to launch its integration with Google Gemini AI in the coming months.

The players

Target

A major American retail corporation that operates a large chain of discount department stores.

Google Gemini

An AI-powered shopping assistant developed by Google that can provide product recommendations and complete purchases on a user's behalf.

Neil Saunders

The managing director of retail at GlobalData, a data and analytics company.

Prat Vemana

The chief information and product officer at Target.

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What they’re saying

“This is a significant shift in that it signals the age of agentic commerce is becoming a reality for many retailers.”

— Neil Saunders, Managing Director of Retail, GlobalData

“I couldn't have asked for a better time for AI to show up, because now we have a need. We have a bold agenda ahead of us.”

— Prat Vemana, Chief Information and Product Officer, Target

What’s next

Target plans to roll out its integration with Google Gemini AI in the coming months, allowing shoppers to use the AI assistant to get product recommendations and complete purchases directly through the platform.

The takeaway

As AI-powered shopping assistants become more prevalent, retailers like Target are grappling with how to set clear guidelines around liability and customer responsibility. This policy change highlights the need for transparency and consumer education as these technologies become more integrated into the retail experience.