Key Highlights:
- Target and OpenAI are launching a new conversational shopping app in ChatGPT.
- Target is expanding its use of OpenAI tools across 18,000 employees.
- AI will boost personalization and improve guest and store experiences.
OpenAI has lately been pushing new retail apps inside ChatGPT, and Target is now joining that growing roster. Target has been a partner of OpenAI for a long time now. Last year, Target began rolling out ChatGPT Enterprise internally.
Now it’s taking things one notch up in a new partnership. As part of the deal, OpenAI is getting ready to launch the Target shopping app inside ChatGPT. Thanks to this collaboaration, millions of Target usrers will be able to shop, plan, and browse in a new, conversational way.
The Target app launches next week in beta inside ChatGPT
The new Target app inside ChatGPT will roll out in beta next week. If you are a Target app user, you can hop onto ChatGPT and ask it for shopping ideas, browse items, create multi-item baskets, and check out using familiar fulfillment options, such as Drive Up, Order Pickup, and standard shipping.
Now you must be wondering how this whole thing would work, right? All you need is to tag the Target app using “@Target,” and ask something like, “Help me plan a cozy game night,” and ChatGPT will fetch lists of snacks, drinks, decor, blankets, and even matching pajamas that goes well with your watch party You can browse everything, add what you like, and instantly check out with your Target account. Yes, it’s as simple as it sounds. In addition to these, Target is also planning to expand features like Circle linking, smart personalization, and same-day delivery.
Target’s AI push behind the scenes
Under the partnership, Target is also ramping up its internal use of AI. The company already uses ChatGPT Enterprise across its headquarters teams, more than 18,000 employees, to speed up planning, research, drafting, and problem-solving. This rollout helps cut repetitive work, develop ideas faster, and reduce the time teams spend on tedious tasks. According to OpenAI, Target is a prime example of how large enterprises can adopt AI responsibly while moving quickly.
AI systems like supply chain forecasting, smoother store processes, and more are major parts of Target’s operations behind the scenes. At this point, several AI-powered systems are already live across service centers and stores. Additionally, Target will also integrate OpenAI’s models into digital tools that power everything from employee support and customer service to AI-driven shopping assistants and personalized gift finders.
Other systems like Guest Assist and JOY streamline thousands of common customer and vendor queries. JOY, for example, is trained on over 3,000 FAQs and provides instant responses. That cuts down support wait times and reduces workload for human agents. Rather than replacing workers, these tools support them, which is a major goal of the AI industry as a whole. Human agents will continue to play their part at times when human judgment, empathy, and creativity is required.
Target’s long-term goal
Target says its long-term goal is to run its business on AI, not just sprinkle AI features across apps. Speaking about the partnership, Prat Vemana, executive vice president and chief information and product officer, Target, says:
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. 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.
As OpenAI continues adding retail partners to ChatGPT, Target’s new approach shows what the next wave of AI-powered shopping could look like.
