Target is bringing its store aisles to ChatGPT through a new partnership with OpenAI that turns the chatbot into a kind of digital personal shopper. Starting next week, a new feature will roll out in beta, and it will let users browse products, build grocery lists, and even complete purchases directly within the ChatGPT interface. In a way, the idea seems meant to close the gap between getting inspired online and actually following through on a purchase, since the AI can pick up the more tedious steps. It works a bit less like a traditional search bar and more like a store clerk who, at least in theory, knows what is in stock and where everything sits on the shelves.
Key Takeaways
- Target will launch a beta shopping experience inside ChatGPT next week for US customers.
- Users can tag “@Target” in chats to get product suggestions, checking local stock for fresh food and goods.
- The tool creates a full cart that supports Drive Up, Order Pickup, and same-day shipping options.
- This partnership is part of a wider strategy to reverse recent sales slumps by modernizing the retail experience.
- Actual employee tools are also being updated with AI to help workers locate items and manage inventory faster.
Once those suggestions appear, you can adjust them simply by talking through your preferences. If you mention leaning more toward salty snacks, the chatbot shifts the list right away. The system ties directly into Target’s inventory, so it can confirm availability of things like fresh groceries or particular clothing sizes at nearby stores. After the list feels right, the entire basket can be checked out with an existing Target account. You can then choose shipping or have the order ready for curbside Drive Up.
Modernizing the Retail Fight
This collaboration arrives at a meaningful moment for Target. The retailer recently reported a decline in sales and seems to be searching for ways to draw customers back. Embedding a version of its storefront inside ChatGPT may be one way to catch the attention of younger shoppers who already rely on AI for planning and recommendations. It resembles recent steps taken by competitors such as Walmart, which have experimented with generative AI to make search functions more intuitive.
Target executives have said their goal is to make online shopping feel a little less like a chore and a bit more like talking with a friend. Alongside the consumer-facing feature, Target is expanding its use of ChatGPT Enterprise to 18,000 headquarters employees. These internal tools are being introduced to help teams handle supply chains and store operations more efficiently, and perhaps more quickly than before.
Public Reaction and Skepticism
Even though the technology promises convenience, early public reactions have been something of a mixed bag. Discussions on forums like Reddit suggest a clear split between tech enthusiasts and more cautious shoppers. Some people worry that layering AI into the buying process adds complexity rather than reducing it. A recurring complaint centers on whether the AI can reliably reflect real-time inventory, especially since shoppers have long dealt with what they call ghost stock, where an item appears available online but mysteriously cannot be found in-store.
Others have wondered whether the feature answers any real need at all, with a few describing it as part of an AI bubble that tries to fix problems that might not actually exist. Still, industry data hints at a shift. Recent polls show that nearly half of Gen Z consumers say they are willing to trust AI for shopping recommendations. Target seems prepared to wager that this growing comfort with AI will eventually turn into stronger sales, even if not everyone is convinced just yet.
Frequently Asked Questions
Q. How do I use the Target feature in ChatGPT?
A. You will need to have a ChatGPT account. Once logged in, type “@Target” followed by your request, such as “Help me find ingredients for a lasagna dinner.” The bot will activate the Target integration to suggest items.
Q. Does this feature cost extra money to use?
A. No, the shopping feature is free to use for anyone with access to ChatGPT. You only pay for the products you purchase through your Target account.
Q. Can I buy fresh food like milk and eggs through the chatbot?
A. Yes. The integration supports Target’s full inventory, including fresh grocery items, which can be ordered for Order Pickup or Drive Up.
Q. Will the AI know my local store inventory?
A. Yes. You will likely need to set your preferred store location so the AI can check specifically for items in stock near you.
Q. Is my credit card information safe with ChatGPT?
A. The actual transaction and payment processing happen through your linked Target account, not directly inside the chat text window, ensuring your payment details remain within Target’s secure system.
Q. What happens if the AI recommends a product that is out of stock?
A. The system is designed to check inventory in real time, but if an item sells out quickly, the checkout process will alert you before you pay.
