Target, the US department store chain, has launched its debut shopping storefront in ChatGPT.
Launching in a beta stage, Target will offer its product range through the artificial intelligence-powered (AI) chatbot.
This includes the option to select drive-up, pick-up or shipping fulfilment options.
Shoppers will also be able to request personalised recommendations, browse and build baskets from across Target's full assortment, and purchase through their Target account.
"At Target, 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, Executive VP and Chief Information & Product Officer, Target.
"We are 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."
Target said it is placing a significant focus on integrating the chatbot into its operations, with plans to enhance the storefront with new features, such as linking Target Circle accounts and offering same-day delivery.
It also forms part of Target's broader investment in technology designed to elevate the experience for shoppers, team members and vendor partners.
Fidji Simo, CEO of Applications at OpenAI, added: "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 is done with ambition and speed.
“We are excited to work with Target as they weave intelligence throughout their business to create useful and joyful experiences for their customers and their employees.”
Target is not the only jumping on the AI-craze in 2025, with beauty brands such as Glossier and Skims now available through the chatbot.
This is via Open AI’s new Instant Checkout – a new ChatGPT feature which allows users to purchase products directly through the app.
Target is set to conclude its partnership deal with Ulta Beauty in 2026 after five years.
The two retail conglomerates have mutually agreed not to renew their shop-in-shop scheme, which allows customers to purchase Ulta Beauty-stocked products within Target stores.
Shoppers will still have access to Ulta Beauty’s items, available in 610 Target stores and on target.com, until the partnership’s conclusion next year.
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