- ChatGPT adds a new feature that lets you shop at Target
- Users can browse and pay via chat with ChatGPT
- Shoppers will be able to buy almost anything at Target
ChatGPT will start helping you shop at Target just as the holiday rush begins, with a new feature that integrates the ability to search for and purchase products directly into the chatbot. You’ll now be able to discuss what you want to buy with ChatGPT, add items to a cart, and shop at Target without ever leaving the app. The new feature marks another expansion of OpenAI’s efforts to encourage people to use ChatGPT as a retail platform.
Instead, while chatting with ChatGPT, you can tag Target and ask for specific items or help with larger projects like planning a Christmas party. The Target app in ChatGPT will respond with a few options for the product you want or offer a list for your group. You can scroll through suggestions, add items to a shared cart, and check out using your Target account. You can have it shipped or pick up in store, indoors or curbside. Same day delivery is even in the works.
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You can request anything you would normally scroll through on Target’s app or website, and ChatGPT will respond like a store associate ready to collect your requests. Target is betting it will feel more natural than navigating filters and drop-down menus.
What makes this move notable is not just that it’s happening within ChatGPT, but that it marks a shift in what we expect from online shopping. For most of the last two decades, e-commerce has been about clicking on what you want. ChatGPT approaches buying things online like a conversation, even though you may not yet know what you want to buy.
“Much of the AI transformation is happening within businesses,” said Fidji Simo, CEO of OpenAI Applications, “and Target is a great example of what that change looks like when done with ambition and speed.”
The timing is not accidental. As the holidays approach, Target is betting it can grow its audience without forcing anyone to download yet another app.
Of course, as with any emerging technology feature, execution will be important. A conversational interface might be great for thematic moments, but less useful when you’re trying to compare eight very similar hair dryers. If the recommendations aren’t really helpful or if ChatGPT hallucinates the actions, people will be annoyed.
Target’s traditional app and website won’t go away, of course. Many buyers still want to navigate visually. But for quick decisions or when you want to buy things around a broader theme or need rather than a specific item, talking to ChatGPT can be more effective.
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