AI
Target debuts app experience in ChatGPT
November 24, 2025
Target has launched a conversational, curated shopping experience in ChatGPT.
The app experience, launching this week in beta, is part of the retailer's effort to reimagine AI-powered shopping, according to a press release.
Customers will be able to purchase multiple items in a single transaction, shop fresh food products and select drive up, pick up or shipping fulfillment options.
In the future shoppers will also be able to request personalized recommendations, browse and build baskets.
"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," Prat Vemana, executive vice president and chief information and product officer, Target, said in the release. "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."
Through the experience of the new Target app in ChatGPT, users can ask for help getting what they need. An example of how it will work:
- In the ChatGPT interface, the guest tags Target and asks for help to "plan for a holiday family movie night."
- The Target app in ChatGPT responds with suggestions across Target's style-led assortment of cozy-chic winter products, from throw blankets and candles to new snacks and warm slippers.
- The guest can browse the options, build a basket with multiple items and seamlessly purchase with their choice of fulfillment options, including free same-day Drive Up and Order Pickup at the store, or shipping.
The partnership with OpenAI is part of Target's broader investment in technology designed to elevate the experience for guests, team members and vendor partners.
Teams across Target are 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.
"Technology is helping define Target as a company that doesn't just use AI, but runs on AI," Vemana said in the release. "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."
