Target Corp. announced that it will launch an app within OpenAI’s ChatGPT platform to allow consumers to discover and shop the retailer’s products.
The Minnesota-based retailer said the app is part of an effort it is making to “reimagine AI-powered shopping as a curated, conversational experience.” It is also part of an effort to employ more artificial intelligence technology ahead of the holiday shopping season, Target said.
The Target app in ChatGPT reimagines AI-powered shopping as a curated, conversational experience.
Target is No. 5 in the Top 2000 Database. The database is Digital Commerce 360’s ranking of North America’s online retailers by web sales.
Target is also No. 64 in the Global Online Marketplaces Database, which ranks the 100 largest global marketplaces by third-party gross merchandise value (GMV).
How Target plans to incorporate an app into ChatGPT
In its Nov. 19 announcement, Target said it will launch its ChatGPT app in beta the week of Thanksgiving 2025.
Target said it will offer “a complete shopping experience” through its ChatGPT app. The app will allow consumers to purchase multiple items in a single transaction, shop for fresh food, and select omnichannel fulfillment options including drive up and pick up.
Consumers will also be able to request personalized recommendations, browse and build shopping carts from Target’s full product catalog, and purchase through their Target account.
Target shows how its app in OpenAI’s ChatGPT platform will look. | Image credit: Target Corp.
Prat Vemana, executive vice president and chief information and product officer at Target, said in a statement that Target meets consumers “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,” Vemana said in the statement. “Our goal is simple: make every interaction feel as natural, helpful and inspiring as chatting with a friend.”
Target follows competitor Walmart in partnering with OpenAI. Walmart announced its OpenAI partnership about a month prior to Target, referring to it as “ushering in the next generation of retail.” Walmart also said it will use ChatGPT’s “instant checkout” experience to complete purchases.
What consumers can do on Target’s ChatGPT app
Target gave an example of how consumers can use its ChatGPT app.
In the ChatGPT interface, it said, a consumer “tags Target” and can ask it to help plan a holiday family movie night. From there, the Target app in ChatGPT responds with suggestions based on the retailer’s product assortment.
In this example, Target said it would search through winter products including blankets, candles, snacks and warm slippers.
The consumer can then browse through the suggestions and add items to their digital cart. They can then purchase with their choice of fulfillment options, such as curbside pickup or buy online, pick up in store (BOPIS) or home delivery.
“This is just the beginning,” the retailer said. “The Target experience in ChatGPT will continue to evolve in the weeks ahead as Target enhances it with new features, such as linking Target Circle accounts and offering same-day delivery, that make it even more helpful based on how consumers use it.”
Target’s overall investment in AI
Target said its partnership with OpenAI is part of a “broader investment in technology.”
It said teams across its company are using ChatGPT Enterprise in their work. The platform helps “increase speed, simplify workflows and create more space for creativity,” according to the retailer.
It also said it’s using AI to improve its supply chain forecasting, simplify store processes and personalize consumers’ digital experiences.
“Technology is helping define Target as a company that doesn’t just use AI, but runs on AI,” Vemana said. “It’s enabling faster response to trends, powering guest interactions with more ease and joy, and giving teams intelligent tools that reduce friction so they can focus on what matters most: serving our guests.”
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