OpenAI has formed a strategic partnership with Target to introduce a new shopping app within ChatGPT, enabling customers to receive personalized recommendations, build multi-item baskets, and check out using Drive Up, Order Pickup, or shipping. Under this collaboration, Target will continue leveraging OpenAI APIs and ChatGPT Enterprise to boost employee productivity and enhance guest experiences, with the enterprise version already deployed across Target’s headquarters for 18,000 employees. According to OpenAI, the retailer is integrating AI deeply into its operations improving supply-chain forecasting, streamlining in-store processes, and powering conversational tools like Agent Assist, Store Companion, Shopping Assistant, Gift Finder, Guest Assist, and JOY, which is trained on a knowledge base of over 3,000 FAQs.
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As Fidji Simo, CEO of Applications at OpenAI, put it: “A big part of the AI transformation is happening inside enterprises, and Target is a great example … 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.” On the customer side, Prat Vemana, Executive VP and CIO at Target, said: “At Target, everything starts with the guest … including emerging spaces like ChatGPT … We’re proud … 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.” Launching in beta in the coming week, the ChatGPT-embedded Target app will let users simulate real conversations asking for ideas like planning a family movie night, getting curated suggestions, building a basket, and checking out via their Target account. Future updates promise to include Target Circle linkage and same-day delivery, cementing this as a large-scale effort to “run the business on AI,” transform retail experiences, and spark innovation across the enterprise.
