Target is stepping into the AI-powered retail world with the launch of a new ChatGPT-based app for its customers. The move signals a growing trend among major retailers to bring advanced artificial intelligence directly into the shopping experience. The app, set to debut in beta next week, will allow shoppers to interact with ChatGPT to explore product ideas, build multi-item baskets, shop for groceries, and even complete purchases, all within the app itself.

This initiative is part of OpenAI’s broader strategy to expand its presence in retail. By integrating ChatGPT into consumer-facing apps, OpenAI is aiming to make online shopping more interactive and personalized. For Target, this represents an opportunity to offer customers a more intuitive way to browse products and discover items that fit their needs.

Expanding the AI-Retail Ecosystem

Target is not the first retailer to integrate ChatGPT into its shopping experience. Last month, OpenAI began adding dedicated retail apps to ChatGPT, including names like Canva, Coursera, Figma, Expedia, Spotify, and Zillow. Each of these integrations allows users to perform tasks that previously required multiple steps in a single, conversational interface.

What this really means is that AI is moving from a research tool into a practical, everyday shopping assistant. Users can now rely on conversational AI to suggest options, organize products, and even handle the checkout process. OpenAI has also been developing features such as “Instant Checkout,” which enables purchases directly within chat interactions, making AI-driven commerce faster and more seamless. Retailers like Etsy and Shopify are already experimenting with this approach, and Target’s entry signals the increasing mainstream adoption of conversational AI in commerce.

How Target Plans to Use ChatGPT

The Target app in ChatGPT is designed to be more than just a shopping assistant. Customers will be able to ask the AI for gift recommendations, browse curated selections, and create complete shopping lists across multiple categories. The app will also support food shopping, offering the ability to explore items and check out without leaving the ChatGPT interface.

For Target, this integration is part of a larger strategy to leverage AI across its operations. The company plans to roll out ChatGPT Enterprise for all 18,000 employees at its headquarters. Internally, this tool will be used to improve supply chain forecasting, streamline store processes, and support employee tasks. By embedding AI into both front-end shopping and back-end operations, Target hopes to create a more connected and efficient retail ecosystem.

A Deeper Partnership with OpenAI

The partnership between Target and OpenAI goes beyond customer-facing applications. Target is exploring ways to integrate AI into digital tools that enhance employee productivity and customer engagement. This includes AI-powered assistants for employees, systems for personalized gift recommendations, and tools to improve customer service.

By deepening its relationship with OpenAI, Target is positioning itself at the forefront of AI-driven retail. The combination of enterprise-level AI for operations and conversational AI for shopping aims to create a seamless experience for both employees and consumers. OpenAI, for its part, continues to push into commerce, using partnerships like this to refine its models and expand its footprint in real-world applications.

The Future of AI in Retail

Target’s ChatGPT app represents a broader trend of AI integration in the retail space. Shoppers increasingly expect more personalized, efficient, and interactive experiences, and conversational AI is emerging as a key tool to meet those demands. The ability to browse, shop, and check out all through a conversational interface could redefine how consumers interact with retailers in the coming years.

OpenAI’s retail strategy, highlighted by apps like Target’s, shows that AI is no longer just an experimental technology. It is becoming a practical tool for commerce, employee productivity, and customer engagement. For shoppers and employees alike, the goal is a smarter, faster, and more personalized experience.