Target today announced that consumers will be able to discover and shop Target right inside ChatGPT, part of an effort to reimagine AI-powered shopping as a curated, conversational experience — and just in time for holiday shopping.
Launching next week in beta, Target will offer a complete shopping experience through its app in ChatGPT, with the ability to purchase multiple items in a single transaction, shop fresh food products, and select drive up, pick up or shipping fulfillment options. Shoppers will also soon be able to request personalized recommendations, browse and build baskets from across Target’s full assortment, and purchase seamlessly through their Target account. It’s designed to deliver what consumers already love about Target: curation, convenience and value.
“At Target, everything starts with the guest, and that means meeting them wherever they are, including emerging spaces like ChatGPT, where millions of consumers visit,” said Prat Vemana, executive vice president and chief information and product officer, Target. “We’re proud to be one of the first retailers bringing shopping into this new channel, partnering with OpenAI to make discovery through the Target app in ChatGPT as easy and joyful as browsing our aisles. Our goal is simple: make every interaction feel as natural, helpful and inspiring as chatting with a friend.”
“A big part of the AI transformation is happening inside enterprises, and Target is a great example of what that shift looks like when it’s done with ambition and speed. We’re excited to work with Target as they weave intelligence throughout their business to create useful and joyful experiences for their customers and their employees,” said Fidji Simo, CEO of Applications at OpenAI.
This partnership with OpenAI is part of Target’s broader investment in technology designed to elevate the experience for guests, team members and vendor partners.
Teams across Target are using ChatGPT Enterprise, which is designed for use with the retailer’s proprietary data, to increase speed, simplify workflows and create more space for creativity. More broadly, Target uses AI to enhance operations across the company, from improving supply chain forecasting to simplifying store processes and personalizing the digital experience.
“Technology is helping define Target as a company that doesn’t just use AI, but runs on AI,” Vemana said. “It’s enabling faster response to trends, powering guest interactions with more ease and joy, and giving teams intelligent tools that reduce friction so they can focus on what matters most: serving our guests.”
