In a significant move to redefine retail technology, Target is bringing its signature curated shopping experience directly inside ChatGPT. This new integration, launching in beta next week, allows consumers to discover and purchase products through a conversational AI interface, positioning Target at the forefront of AI-powered commerce just ahead of the critical holiday shopping season.
Target launches an in-app shopping experience directly within ChatGPT in a new beta.
Shoppers can purchase multiple items, including fresh food, in a single transaction.
The integration supports fulfillment options like Drive Up, Order Pickup, and shipping.
Features like personalized recommendations and Target Circle linking are coming soon.
This partnership with OpenAI is part of Target's broader strategy to "run on AI."
The move targets Gen Z, with nearly half open to using AI for shopping decisions.
The new Target app within ChatGPT is designed to function as a complete, seamless shopping platform. Users can browse Target's full assortment, build baskets, and checkout using their existing Target account. The experience is built around convenience and curation, allowing shoppers to ask for help in a natural, conversational way.
"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."
This initiative is strategically timed to capture the interest of younger, tech-savvy consumers. A recent Harris Poll found that nearly half of Gen Z consumers would trust AI to help choose what they buy. Target's foray into ChatGPT directly addresses this shift in consumer behavior. The company provided an example where a user could ask for help to "plan for a holiday family movie night," and the AI would respond with a curated list of products like throw blankets, candles, and snacks.
OpenAI also highlighted the strategic nature of the partnership. "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.
The ChatGPT integration is not an isolated project but a key part of Target's enterprise-wide AI adoption. Internally, teams are using ChatGPT Enterprise to streamline workflows and boost creativity. Externally, AI is already enhancing supply chain forecasting, store processes, and digital personalization.
"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."
By embedding its shopping experience directly into ChatGPT, Target is not just launching a new feature; it is pioneering a new channel for retail. This move solidifies its position as a forward-thinking retailer committed to blending convenience, curation, and cutting-edge technology to meet the modern consumer wherever they choose to shop.
About Target
Minneapolis-based Target Corporation (NYSE: TGT) serves guests at nearly 2,000 stores and at Target.com, with the purpose of helping all families discover the joy of everyday life. Since 1946, Target has given 5% of its profit to communities, which today equals millions of dollars a week. Additional company information can be found by visiting the corporate website and press center.
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