Target expands partnership with ChatGPT as retail giant looks to reimagine AI powered shopping

Launching next week in beta, Target is promising 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, pick up or shipping fulfillment options.

Shoppers will also soon be able to request personalised recommendations, browse and build baskets from across the retailer’s full assortment, and purchase through their Target account.

“Everything starts with the guest, and that means meeting them wherever they are, including emerging spaces like ChatGPT, where millions of consumers visit," says Prat Vemana, Executive Vice President and Chief Information and Product Officer at 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."

"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 them as they weave intelligence throughout their business to create useful and joyful experiences for their customers and their employees," says Fidji Simo, CEO of Applications at OpenAI.

Teams across Target are already using ChatGPT Enterprise, which is designed for use with the retailer's proprietary data, to increase speed, simplify workflows and create more space for creativity. More broadly, it taps AI to enhance operations across the company, from improving supply chain forecasting to simplifying store processes and personalising the digital experience.

"Technology is helping define Target as a company that doesn't just use AI, but runs on AI," Vemana says.

"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."

 RTIH AI in Retail Awards

RTIH proudly presents the first edition of its AI in Retail Awards, sponsored by 3D Cloud and EdTech Innovation Hub.

This is now open for entries. Deadline for submissions is Friday, 5th December. It’s free to enter and you can do so across multiple categories.

Check out categories and entry forms here.

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.