- Target launches direct shopping within ChatGPT in beta phase, featuring a multi-item cart and fresh produce.
- The app on ChatGPT will allow personalized recommendations, browsing the full catalog, and paying with your Target account.
- Delivery options: curbside pickup, in-store pickup, or home delivery, all without leaving the conversation.
- Upcoming features: integration with Target Circle and same-day delivery; the company uses ChatGPT Enterprise to optimize internal processes.
The US network has confirmed that consumers will be able to Discover and purchase Target products within ChatGPTintegrating commerce into a natural, AI-guided conversation. The rollout begins in beta phase next week, in the midst of the end-of-year campaign, and seeks to unite inspiration, convenience and value in the same flow.
The initiative replicates what many already appreciate about Target —curated selection, ease and price— and transfers it to a conversational assistant. Furthermore, the company cites recent data indicating that a significant part of Generation Z I would trust AI to choose from clothing and personal care to everyday shopping, accelerating the adoption of this format.
What does the new Target experience bring to ChatGPT?
La Target application within ChatGPT will offer a complete shopping experience without leaving the chat: Browse the assortment, receive personalized suggestions, and complete orders all in one thread.The company aims for a "curated" approach that makes it easy to go from idea to purchase in just a few steps.
- Navigating the full catalog from Target via ChatGPT.
- Possibility to buy multiple items in a single transactionincluding fresh produce.
- Personalized recommendations based on tastes, context or season.
- Smooth payment with the Target account from the user.
To get an idea, the client can ask for help to organize a family movie nightThe ChatGPT app will suggest blankets, candles, snacks, or slippers, allowing you to create your shopping cart at that moment and complete your purchase by choosing your preferred delivery method.
Launch, availability, and next steps
Target has indicated that the experience will be rolled out coming to beta next week and will continue to evolve with new features. Among those already announced are the Linking Target Circle accounts and same-day delivery, two improvements aimed at further simplifying the process.
In the initial phase, the user will be able to choose between Drive Up (car pickup), in-store pickup o home deliveryall from the conversational interface. The goal is to make the transition from recommendation to order as direct as possible, minimizing friction.
What does this mean for consumers in Spain and Europe?
Although the announcement comes from the United States, the landing of AI-powered conversational shopping This marks a path that we will foreseeably see expand. For users in Spain or Europe, this model anticipates assistants capable of suggesting, filtering, and processing orders in an increasingly natural way, bringing shopping closer to a chat format which is already familiar, and above all raises questions related to Buy technology online in Spain.
Among the potential benefits, the following stand out: time saving in searches, faster discovery of the right product, and finer integration with last-mile logistics. However, as this is a beta phase, capabilities will expand progressively as Target incorporates new features and markets.
AI at scale within Target
Beyond the experience on ChatGPT, the company points out that their teams already use ChatGPT Enterprise with proprietary data to accelerate tasks, simplify workflows and foster creativityIn parallel, AI is used to improve supply chain forecastingsimplify in-store processes and personalize the digital experience.
Executives from Target and OpenAI emphasize that the goal is weaving intelligence throughout the organization to respond more quickly to trends and offer helpful and enjoyable interactions. The focus isn't limited to the storefront: it also seeks internal efficiency so that teams can concentrate on what delivers the most value to the customer.
With this move, Target places the conversational commerce at the heart of their relationship with the customerGuided discovery, a multi-item cart, flexible delivery options, and a roadmap that includes Target Circle and same-day delivery. A step that, If it gains traction, it could redefine how we plan and make everyday purchases. from a simple conversation.
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