OpenAI and Target Announce Partnership for In-ChatGPT Shopping and Enterprise AI
Executive Summary
OpenAI and Target have announced an expanded partnership that introduces a new Target shopping application within ChatGPT and deepens the retailer's use of OpenAI's enterprise tools. The new app allows ChatGPT users to get personalized recommendations, build multi-item shopping carts, and check out directly from the chat interface. Concurrently, Target is expanding its use of ChatGPT Enterprise and OpenAI APIs to enhance employee productivity, streamline operations, and power various customer and vendor support tools.
Key Takeaways
* New Target App in ChatGPT: Launching in beta, this app enables a conversational shopping experience where users can ask for product ideas, build baskets with multiple items, and check out using Target's fulfillment options (Drive Up, Order Pickup, shipping).
* Expanded Enterprise Adoption: Target has rolled out ChatGPT Enterprise to 18,000 headquarters employees to improve productivity and creativity.
* AI-Powered Internal Tools: OpenAI models power several of Target's internal and guest-facing systems, including:
* Agent Assist & Store Companion: Tools that provide instant information to service center and in-store employees to speed up guest support.
* Shopping Assistant & Gift Finder: Conversational tools that provide personalized recommendations to customers.
* Guest Assist & JOY: AI solutions that help customers and vendor partners resolve issues and answer questions quickly.
* Future Enhancements: Target plans to add new features to the ChatGPT app soon, such as Target Circle loyalty program linking and same-day delivery options.
Strategic Importance
This partnership marks a significant move by a major retailer to integrate conversational commerce directly into a leading AI platform, meeting customers in emerging digital spaces. It also showcases a deep, enterprise-wide AI adoption strategy, using AI to augment everything from customer service and supply chain forecasting to internal employee workflows.