TLDR
- Target’s ChatGPT shopping integration goes live next week, allowing customers to get AI-powered product recommendations
- Shoppers can build carts and checkout using Drive Up, Order Pickup, or shipping directly from ChatGPT
- Target claims first-mover status for “conversation curation” in retail shopping
- 18,000 Target employees already use ChatGPT Enterprise for internal operations
- Move follows Walmart’s October OpenAI partnership as retailers compete for AI-savvy shoppers
Target unveiled a partnership with OpenAI that brings shopping directly into ChatGPT. The beta test starts next week.
Customers can tag Target in ChatGPT conversations and request shopping help. A user might ask “Help me plan a family holiday movie night” and receive product recommendations instantly.
The system lets shoppers browse suggestions and add items to their cart without leaving ChatGPT. When ready to buy, users get redirected to the Target app for checkout via Drive Up, Order Pickup, or shipping.
Prat Vemana, Target’s chief information and product officer, called this “conversation curation in a retail space.” He said Target is the first retailer to offer this type of shopping experience.
The timing aligns with changing consumer behavior. PwC research shows 15% of Gen Z and millennial shoppers will use AI for holiday gift ideas this season.
Target worked closely with OpenAI to maintain what the company calls its “Tar-jay” brand identity. The goal is making product discovery feel like chatting with a knowledgeable friend.
Target’s Existing AI Infrastructure
This launch builds on Target’s existing AI work. The company rolled out ChatGPT Enterprise to 18,000 headquarters employees earlier this year.
AI tools already power supply chain forecasting and streamline store operations. Agent Assist and Store Companion help customer service teams resolve issues faster with accurate information.
Shopping Assistant and Gift Finder provide personalized product suggestions based on recipient details. The JOY system handles vendor partner questions using a database of 3,000+ FAQs.
These tools free up team members for more complex customer interactions. They handle routine tasks while employees focus on personalized service.
Racing Against Walmart
Walmart announced its own OpenAI partnership in mid-October. The retail giant hasn’t revealed specific implementation details yet.
Both retailers are rushing to capture AI-savvy shoppers. Meeting customers on platforms like ChatGPT has become a competitive priority.
Target plans additional features soon. Target Circle integration and same-day delivery options will roll out after the initial beta launch.
The beta will test customer response to conversational shopping. Users can browse fresh food and build multi-item orders entirely through chat.
Fidji Simo, OpenAI’s CEO of Applications, praised Target’s transformation speed. She highlighted how the retailer integrates intelligence across business operations.
Over 1 million businesses now use OpenAI models. Target joins this growing group as retail shifts toward AI-powered customer experiences.
The ChatGPT integration represents Target’s strategy to meet shoppers wherever they are online. Future updates will expand functionality based on beta user feedback.
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