Target to enable mobile shopping in ChatGPT
Target Corp. is the latest retailer to link its consumer app to the ChatGPT next-gen artificial intelligence platform.
Launching the week of Nov. 24 in beta, the Target app in the OpenAI generative AI model ChatGPT will let users ask for help, search and purchase products using conversational language. Target will offer a complete shopping experience through its app in ChatGPT, with the ability to purchase multiple items in a single transaction, shop fresh food products, and select drive-up up, pickup or shipping fulfillment options.
Target customers leveraging the new ChatGPT interface will also soon be able to request personalized recommendations, browse and build baskets from across the retailer’s full assortment, and purchase seamlessly through their Target account.
"At Target, everything starts with the customer, and that means meeting them wherever they are, including emerging spaces like ChatGPT, where millions of consumers visit," said Prat Vemana, executive VP 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."
As an example of how the experience will work, a customer could tag Target in the ChatGPT interface and ask for help to "plan for a holiday family movie night." The Target app in ChatGPT would then respond with relevant suggestions across Target's assortment, such as blankets, candles and snacks.
The customer would then browse the options, build a basket with multiple items and seamlessly purchase with their choice of fulfillment options. The Target experience in ChatGPT will continue to evolve in the weeks ahead as the retailer plans to add new features, such as linking Target Circle loyalty accounts and offering same-day delivery.
In addition, Target employees are using ChatGPT Enterprise, which is designed for use with the retailer's proprietary data, in an effort to increase speed, simplify workflows and create more space for creativity.
Walmart and Sam’s Club recently began enabling shoppers to complete purchases directly within ChatGPT. Other retailers offering ChatGPT-enabled shopping include e-commerce platform Shopify and online retailer Etsy. PayPal will allow its users to make purchases directly within ChatGPT beginning in 2026.
Target has made other recent efforts to enhance its shopping experience with mobile AI functionality include launching a mobile conversational AI-equipped gift finder tool and “Find Bullseye" gamification feature that creates an in-store hunt for Target's Bullseye mascot available through Store Mode in the Target app.
[READ MORE: Target adds AI in-store personalization, gamification features to app]
In another recent mobile -enabled omnichannel holiday offering, Target debuted a new holiday kids catalog that highlights the top gifts for every age and interest.
"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,” said Fidji Simo, CEO of applications at OpenAI. “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."
