Target adopts ChatGPT integrations to modernize retail experience

November 19, 2025

Key Insights

Target is integrating OpenAI’s ChatGPT features into its retail apps, enabling AI-powered search, shopping assistance, and personalized recommendations. The rollout underscores the rapid expansion of generative AI across mainstream retail.

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Target becomes the latest retailer to embrace ChatGPT

The integration brings conversational shopping, AI-driven product suggestions, and natural-language search to the Target app and website.

What the update includes

- Chat-based product discovery.
- Personalized shopping suggestions.
- Inventory-aware recommendations powered by OpenAI models.

Why retailers are adopting AI

- Consumers increasingly expect conversational shopping flows.
- ChatGPT’s integration raises conversion metrics and user retention.
- Retailers want to modernize search and reduce friction.

Why it matters

- Shows generative AI rapidly entering mainstream retail.
- Deepens OpenAI’s footprint across consumer commerce.
- Sets the stage for more end-to-end AI shopping assistants.

Source: techcrunch.com

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