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Target’s journey into GenAI began in 2023, amid global excitement surrounding ChatGPT’s launch. A small cross-functional team experimented with open-source models, hosting a Llama model within Target’s data center, and built a simple chat application. It was clear that this transformative technology could have wide-ranging applications across different stakeholder personas, including guests, suppliers, and team members.

Why Build a Platform?

The initial experiments sparked a pivotal question: How can Target scale the use of GenAI securely and efficiently? The answer was straightforward—build a dedicated platform.