Target is expanding its partnership with OpenAI through a new ChatGPT-based shopping experience and continued enterprise adoption of OpenAI’s frontier models. The retailer will launch a Target app within ChatGPT, enabling customers to receive personalized recommendations, build multi-item baskets, and check out using services such as Drive Up, Order Pickup, or shipping. The integration is part of Target’s broader strategy to embed AI across its operations, improving both guest interactions and team workflows.
The company will continue using ChatGPT Enterprise and OpenAI APIs to boost employee productivity and accelerate development across internal systems. More than 18,000 headquarters employees now use ChatGPT Enterprise for tasks that range from content drafting to research support. Target says the platform helps teams reduce administrative work and focus more on creativity and decision-making.
Target joins a growing roster of more than one million OpenAI business customers incorporating frontier models into core products and platforms. OpenAI leadership describes Target as a strong example of an enterprise rapidly integrating intelligence across its operations.
AI-Powered Tools Elevate Guest and Employee Experiences
AI already underpins several of Target’s internal and guest-facing solutions. Agent Assist and Store Companion provide instant, accurate responses to team members in service centers and retail locations, supporting tasks such as price matching, returns, and issue resolution. These tools help employees serve guests more quickly while improving consistency across stores.
Target also uses conversational AI to enhance digital shopping. The company’s Shopping Assistant and Gift Finder rely on recommendation models to help guests navigate product categories and receive personalized suggestions. Guest Assist and JOY—an AI system trained on more than 3,000 vendor FAQs—deliver fast, reliable answers for partner inquiries and streamline back-end operations.
These initiatives reflect Target’s broader goal of weaving AI throughout the business to improve personalization, simplify interactions, and reduce friction in everyday workflows. The company emphasizes that AI is intended to augment service rather than replace it, freeing team members for higher-value tasks.
ChatGPT Shopping App Brings Conversational Commerce
Launching in beta next week, the new Target app inside ChatGPT will offer a curated, conversational shopping channel. Customers will be able to ask for ideas, explore recommended products, assemble multi-item baskets, and complete orders through their Target accounts. The experience is designed to mirror the ease of chatting with a knowledgeable in-store associate.
Target plans to expand the app with features such as Target Circle integration and same-day delivery. Executives say the initiative reflects a commitment to meeting guests wherever they shop, including emerging AI-driven environments.
Building a Retail Platform Powered by AI
The partnership underscores Target’s long-term commitment to running the business on AI. Across forecasting, store processes, digital experiences, and customer support, OpenAI’s models accelerate workflows and strengthen operational reliability. As more retailers adopt AI-first strategies, Target aims to set a standard for how intelligence can drive both efficiency and guest satisfaction.