From the recommendations on a store’s app to the prices flashing on digital shelf labels, artificial intelligence now shapes what shoppers see, what they buy and how products reach the shelves.

Until recently, most of it has happened behind the scenes. But retailers, including Target, are rolling out features that interact more directly with customers — a shift that could accelerate AI use and make the technology more visible.

“Every step of the way, from discovery to trial to purchase, whether it’s online or in-store, AI is embedded into all of that,” said Toopan Bagchi, managing director of Starship Advisors.

Before products reach shelves, retailers are already using machine learning to predict demand, plan shipments and reroute inventory.

But generative AI — today’s technology bu

See Full Page