Launching just in time for the holidays, Target Corporation is introducing a fully integrated AI-powered shopping experience directly within ChatGPT. The new Target app inside ChatGPT will allow consumers to browse and purchase items across the retailer’s full assortment, including fresh foods, in a single, streamlined transaction.
Shoppers will be able to choose drive-up, in-store pickup, or shipping options, and soon they’ll receive personalized recommendations and be able to shop using their Target accounts.
Target EVP and Chief Information & Product Officer Prat Vemana said, “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.”
OpenAI CEO of Applications Fidji Simo added, “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. 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.”
The launch comes as consumers, especially Gen Z, grow more comfortable relying on AI for shopping guidance. A Harris Poll showed that almost 50% of Gen Z consumers trust AI to help with their purchases.
Through Target’s ChatGPT app, users can request help for any scenario, such as planning a cozy holiday movie night, and receive tailored product suggestions across categories like décor, snacks, and apparel.
The experience will expand over time with features like Target Circle integration and same-day delivery. Internally, the partnership reflects Target’s broader strategy to scale AI across its operations, from supply chain forecasting to in-store processes.