OpenAI and Target have announced an expanded partnership aimed at integrating advanced AI capabilities across Target’s retail operations and customer experiences. The collaboration introduces a new Target app within ChatGPT, allowing users to receive personalized shopping recommendations, build multi-item baskets, and complete purchases through Drive Up, Order Pickup, or shipping. Target will continue using OpenAI’s APIs and ChatGPT Enterprise to enhance employee productivity and streamline operations, with 18,000 employees already utilizing the technology. The retailer’s AI tools—such as Agent Assist, Store Companion, and Gift Finder—are designed to improve customer support, optimize supply chain forecasting, and deliver more personalized digital interactions. This initiative aligns with Target’s broader strategy to embed AI throughout its business, improving both guest satisfaction and team efficiency. OpenAI CEO Fidji Simo highlighted Target as a model for enterprise-scale AI transformation, emphasizing the partnership’s role in shaping the future of intelligent retail experiences.
Key takeaways: With the Target app in ChatGPT, customers will be able to get personalized recommendations, add everything they need to a cart with multi-item baskets, and check out using Drive Up, Order Pickup, or shipping. Under the partnershi
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