Target is launching a new feature that lets shoppers browse and buy products directly inside ChatGPT ahead of the year-end holiday shopping period. Customers will be able to search for items, add them to a cart, and complete purchases through a conversation with the chatbot, without opening Target’s own app or website. This integration is part of OpenAI’s efforts to make ChatGPT a practical tool for everyday tasks, including online shopping.
Within ChatGPT, users can tag Target in a conversation and ask for specific products or broader requests, such as supplies for a holiday party. The Target experience inside ChatGPT will respond with relevant product options, or generate a suggested list based on the request. Shoppers can then scroll through these options, select items, and place them into a shared basket before proceeding to checkout using their existing Target account credentials.
Once items are added to the cart, customers can choose from multiple fulfillment methods. Orders can be shipped to home, picked up in-store, or collected at curbside, matching the options already familiar to Target customers. Same-day delivery is also planned, although the feature is still in development at this stage. These options are designed to keep the new ChatGPT shopping experience aligned with Target’s existing omnichannel services.
According to OpenAI Applications CEO Fidji Simo, the integration illustrates how AI is changing workflows within large organizations. Simo described Target as an example of how companies can adopt AI quickly and at scale when they prioritize speed and clear goals. The project reflects a broader shift where enterprises are embedding AI into customer-facing processes rather than limiting it to internal experimentation.
The timing of the rollout aligns with the holiday shopping rush, a period when retailers compete for attention and convenience. Target aims to reach new and existing customers through ChatGPT without requiring them to download yet another dedicated retail app. For shoppers already using ChatGPT for planning, research, or messaging, the ability to complete purchases in the same interface may reduce friction.
