Target just made a bold move in retail technology. The company announced a new partnership with OpenAI that puts a full Target shopping experience directly inside ChatGPT. The beta version is scheduled to roll out right after the announcement on November 19, 2025. Once it’s live, shoppers will be able to ask for ideas, browse curated products, build baskets with multiple items including groceries, and check out using Drive Up, Order Pickup or standard delivery, all without leaving the chat window.
This isn’t a small widget sitting inside a chatbot. Target Partner is treating this like another entrance to its store, designed for people who already spend time with conversational AI. If someone types something like: Help me plan a family movie night, the Target app inside ChatGPT can reply with snack ideas, blankets, board games, and streaming accessories — all organized into a single cart ready to buy. The idea is simple: turning inspiration into checkout without the usual jumping between apps or search pages.
How OpenAI And Target Partner to Change Retail Tech
Behind the scenes, this integration builds on months of internal work. Target has already been using OpenAI APIs and ChatGPT Enterprise across its corporate teams to support store employees, streamline operations, and speed up decisions. OpenAI says more than 18,000 Target staff at headquarters are already using ChatGPT Enterprise, and AI tools are involved in everything from demand forecasting to in-store support. As OpenAI and Target partner on deeper AI adoption, these tools are becoming even more central to daily workflows. This collaboration shows how OpenAI and Target partner to push retail operations into a smarter, faster, AI-powered future.
Because of that foundation, Target can move faster than most retailers when it comes to shipping customer-facing tools. As OpenAI and Target partner on new AI-powered experiences, the company can roll out features with way more speed and accuracy. Internal adoption also means better coordination between what a shopper sees and what the supply chain can actually deliver on time — a direct advantage that grows even stronger as OpenAI and Target partner to align both digital and operational systems.
A Bigger Shift: AI That Shops For You
This launch isn’t happening in isolation. More retailers are experimenting with conversational shopping to reduce friction and improve conversions. As OpenAI and Target partner on this new approach, it sets a strong example for other brands looking to bring AI into the buying journey. OpenAI recently opened its ChatGPT apps platform to partners, and Target is one of the first major players to try making chat-based shopping a normal part of everyday buying — a shift that becomes even more influential as OpenAI and Target partner to shape the future of retail.
Industry analysts call this the push toward agentic commerce — shopping where AI doesn’t just recommend something but actually builds and completes the purchase. If done right, it could reshape how product discovery works online.
Of course, big questions will surface next: How will payments and user accounts remain secure? Will pricing and stock update in real time for local stores? How will returns work if an order starts inside an AI chat? Target has mentioned account-based checkout and several fulfillment options, but the fine details around fraud prevention and support will matter a lot.
All attention is currently focused on the beta launch. Whether this model will take off will depend on how quickly people adopt it, how successful the purchases are, and the initial response. If this phase proves successful, Target could add more personalized experiences, faster same-day delivery, and loyalty features like Target Circle.
And as this progresses, other retail companies will quickly follow suit. They’ll either launch their own AI assistants or come up with new solutions to avoid losing customers.
