- ChatGPT adds a new feature that lets you shop at Target
- Users can browse and check out through a conversation with ChatGPT
- Shoppers will be able to buy almost anything from Target
ChatGPT will start helping you shop at Target just as the holiday rush begins, thanks to a new feature that integrates the ability to find and buy products directly into the chatbot. You’ll now be able to discuss what you want to buy with ChatGPT, add items to a shopping cart, and make purchases 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 talking to ChatGPT, you can tag Target and ask for specific items or for help with larger projects like planning a holiday party. The Target app in ChatGPT will respond with some options for the product you want or offer a list for your party. 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 it up at a store, either inside or curbside. Same day delivery is even on the way.
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You can ask for anything you’d normally scroll through Target’s app or website, and ChatGPT will respond as a store associate ready to collate your requests. The goal is to bet that this will feel more natural than navigating filters and drop-down menus.
What makes this move remarkable is not only that it’s happening inside 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 what you want. ChatGPT approaches buying things online as a conversation, even when you might not even know what you want to buy yet.
“Much of the AI ​​transformation is happening inside companies,” said OpenAI’s Applications CEO Fidji Simo, “and Target is a great example of what that shift looks like when it’s done with ambition and speed.”
The timing is not accidental. Heading into the holidays, Target is betting it can grow its audience without forcing anyone to download yet another app.
Of course, as with any new technology feature, execution will matter. A conversational interface might be perfect for themed moments, but less useful when you’re trying to compare eight very similar hair dryers. If the recommendations aren’t really helpful or ChatGPT is hallucinating stock, people will get annoyed.
Of course, Target’s traditional app and website are not going away. Many shoppers still want to browse visually. But for quick decisions, or when you want to buy things around a theme or broader need rather than a specific item, it can be more efficient to talk to ChatGPT.
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