In a move that signals the next era of AI-driven retail innovation, OpenAI and Target have deepened their partnership, unveiling a suite of advanced tools—led by a brand-new Target app integrated directly into ChatGPT. The collaboration aims to reimagine how millions of shoppers browse, discover, and complete purchases, while empowering Target’s workforce with powerful AI capabilities.
A New Shopping Experience Inside ChatGPT
Beginning next week, shoppers will be able to interact with the new Target app within ChatGPT, turning everyday conversations into seamless shopping journeys. Customers can request personalized product suggestions, create multi-item baskets, browse curated options, shop for groceries, and complete their purchase using Drive Up, Order Pickup, or shipping—all without leaving ChatGPT.
Whether someone is planning a holiday movie night or searching for a unique gift, the new experience is designed to feel intuitive, conversational, and tailored to their needs. Target says this step is part of its mission to meet guests where they already are—including emerging AI platforms with massive consumer engagement.
AI at the Core of Target’s Transformation
The expanded partnership goes far beyond consumer shopping. Target continues to integrate OpenAI’s APIs and ChatGPT Enterprise across its operations, with more than 18,000 employees now using ChatGPT Enterprise to speed up workflows, eliminate repetitive tasks, and unlock creativity.
AI now plays a central role in Target’s enterprise strategy, supporting key areas such as:
- Supply chain forecasting and operational efficiency
- Personalized digital experiences
- Store-level productivity through Agent Assist and Store Companion
- Conversational shopping features like Shopping Assistant and Gift Finder
- Rapid vendor support enabled by JOY, trained on 3,000+ FAQs
These tools help team members serve guests more efficiently, offering accurate, instant support—from answering questions and processing returns to finding the right product at the right time.
A Powerful Vision Shared by Both Companies
According to OpenAI’s CEO of Applications, Fidji Simo, Target exemplifies what a successful enterprise AI transformation looks like—one driven by ambition, speed, and a focus on elevating both customer and employee experiences.
Target’s executive vice president and chief information & product officer, Prat Vemana, echoed this vision, saying the retailer is proud to be among the first to bring an AI-powered shopping experience to ChatGPT users. The goal, he emphasized, is to make discovery within this new channel “as easy and joyful as browsing our aisles.”
Paving the Way for AI-Driven Retail
As Target continues to embed intelligence throughout its operations, the partnership highlights a broader shift across the retail industry. With more than 1 million businesses now using OpenAI’s models, companies are increasingly leaning on AI to elevate customer engagement, streamline operations, and spark new waves of innovation.
For Target, this is not just about adopting new technology—it’s about running the business on AI and creating shopping experiences that feel effortless, personal, and delightfully human.
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