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.
Target Corp. has announced that it will launch an app within OpenAI’s ChatGPT platform to allow consumers to discover and shop the retailer’s products.
With this new app, customers will have the ability to purchase multiple items in a single transaction, shop for fresh food products, and select from drive-up, pickup, or shipping fulfilment 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.
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“Everything starts with the guest, and that means meeting them wherever they are, including emerging spaces like ChatGPT, where millions of consumers visit,” said Prat Vemana, EVP 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.”
Fidji Simo, CEO of Applications at OpenAI, said, “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.”
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“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.”
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.
Vemana added, “Technology is helping define Target as a company that doesn’t just use AI, but runs on AI. 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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