Target (TGT) Stock: Retailer Partners with OpenAI to Launch ChatGPT Shopping Experience

TLDR

• Target partners with OpenAI to integrate a shopping experience directly into ChatGPT, launching next week in beta
• Customers can tag Target in ChatGPT for personalized recommendations and add items to cart for checkout via Drive Up, Order Pickup, or shipping
• Target becomes the first retailer to offer “conversation curation” in retail through this ChatGPT integration
• 18,000 Target headquarters employees already use ChatGPT Enterprise for internal operations
• Partnership follows similar move by Walmart with OpenAI in mid-October as retailers race to adopt AI shopping tools

Target announced a new partnership with OpenAI that will bring shopping directly into ChatGPT. The integration launches next week as a beta test.

Target Corporation, TGT

The new feature lets customers tag Target in ChatGPT and ask for shopping help. Users can request things like “Help me plan a family holiday movie night” and receive curated product suggestions.

Customers can browse recommendations and add multiple items to their cart within ChatGPT. When ready to purchase, they’ll be directed to the Target app to complete checkout using Drive Up, Order Pickup, or shipping.

The move comes as consumer shopping habits shift. PwC data shows 15% of Gen Z and millennial shoppers plan to use AI for gift ideas this holiday season.

Target worked with OpenAI to ensure the experience reflects what the company calls its “Tar-jay” vibe. The partnership aims to make product discovery feel natural and effortless for customers.

AI Already Embedded Across Target Operations

Target isn’t starting from scratch with AI. The company already deployed ChatGPT Enterprise to 18,000 employees at headquarters.

Internal AI tools support supply chain forecasting and store operations. Target’s Agent Assist and Store Companion help service center and store teams answer customer questions faster.

The Shopping Assistant and Gift Finder tools use AI to help customers find personalized suggestions based on recipient interests and occasions. Guest Assist and JOY solutions handle vendor partner questions using a knowledge base of over 3,000 FAQs.

These tools don’t just automate tasks. They give team members more time for meaningful customer interactions while speeding up routine support issues.

Keeping Pace with Walmart

Target’s announcement follows Walmart’s OpenAI partnership from mid-October. Walmart hasn’t released specific details about how its integration will work yet.

The race to adopt AI shopping tools reflects pressure on traditional retailers. Both companies want to meet customers where they spend time online.

Target plans to add more features soon. Future updates will include Target Circle linking and same-day delivery options through the ChatGPT interface.

The beta launch next week will test how customers respond to conversational shopping. Target can browse fresh food and build multi-item baskets all within the chat platform.

Fidji Simo, CEO of Applications at OpenAI, called Target a strong example of enterprise AI transformation done with speed. She said the partnership shows how retailers can weave intelligence throughout their business.

Over 1 million businesses now use OpenAI models for core products and platforms. Target joins this growing roster as retailers reshape how customers discover and purchase products.

The ChatGPT shopping experience represents Target’s push to make every customer interaction feel natural and helpful. The company positions the feature as similar to chatting with a knowledgeable friend about shopping needs.

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