Target joins OpenAI’s growing list of retail apps

OpenAI is expanding further into the retail sector, with Target preparing to launch a new ChatGPT-powered shopping app in the coming weeks.

This update follows OpenAI’s move last month to introduce retail-focused apps within ChatGPT, including Canva, Coursera, Figma, Expedia, Spotify, and Zillow. It also comes as the company accelerates its push into AI-enabled commerce through new features such as “Instant Checkout,” which allows users to complete purchases in chat with retailers, including Etsy and Shopify.

According to OpenAI, Target’s ChatGPT app will enter beta next week. Shoppers will be able to explore product ideas, browse items, create multi-product shopping baskets, look for groceries, and complete purchases directly within the interface.

The partnership also marks an expansion of Target’s enterprise relationship with OpenAI. Target will soon implement ChatGPT Enterprise for 18,000 corporate employees, using the technology to support areas such as supply chain forecasting and store operations. The retailer will also further embed OpenAI’s models into its internal digital tools, powering features such as customer service workflows, employee assistance systems, AI-driven shopping helpers, and personalised gift recommendations.