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Target reassesses AI strategy amid pricing shift – report
Key takeaways
- Zimmerman was quoted as saying: “It is forcing us to re-evaluate our strategy.”
- She noted that pricing conversations are now taking place “at the highest level in both our architecture forums, as well as in our senior leadership forums within technology”.
- The company is also committing “significant investments” to ensure its teams have access to appropriate tools.
Target reassesses AI strategy amid pricing shift – report Under CEO Michael Fiddelke · Retail Insight Network Shubhendu Vimal Tue, May 26, 2026 at 4:03 PM GMT+7 2 min read TGT ANTH.PVT US retailer Target is deepening its AI adoption even as shifting pricing models from AI providers are forcing a strategic reassessment, according to the company s India president.
Speaking at a Reuters summit in Bengaluru, Karnataka, Andrea Zimmerman said the retailer is moving from “using AI to running on AI,” but that usage-based pricing now being adopted by companies such as Anthropic and OpenAI is complicating planning.
Zimmerman was quoted as saying: “It is forcing us to re-evaluate our strategy.”
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