Target expands OpenAI partnership with new ChatGPT shopping app
The new Target app in ChatGPT brings curated browsing, personalised suggestions and seamless checkout as AI becomes central to Target’s long-term retail strategy.
Target is expanding its partnership with OpenAI by launching a new shopping app directly inside ChatGPT. The app offers customers personalised recommendations, multi-item baskets and streamlined checkout across Drive Up, Order Pickup and shipping.
The retailer will continue using OpenAI’s models and ChatGPT Enterprise to enhance employee productivity and strengthen digital experiences across its business.
AI is central to Target’s operations, supporting supply-chain forecasts, store processes, and personalised digital tools. Over 18,000 employees utilise ChatGPT Enterprise to streamline routine tasks, enhance creativity, and receive faster support for guest requests and returns through internal AI assistants.
Customer-facing tools such as Shopping Assistant, Gift Finder, Guest Assist and JOY reinforce this strategy by offering curated suggestions and instant answers.
The new Target app inside ChatGPT extends this AI-driven approach to customers. Shoppers will be able to ask for ideas, browse curated suggestions, build baskets and check out through their Target accounts.
The beta version launches next week, and upcoming features include Target Circle linking and same-day delivery. Target views the partnership as part of a retail shift, embedding AI across products, operations and guest interactions to drive the next wave of innovation.
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