- ChatGPT is adding a new feature that lets you shop at Target
- Users can browse and pay through a conversation with ChatGPT
- Shoppers will be able to buy almost anything at Target.
ChatGPT will start helping you shop at Target right as the holiday season begins, thanks to a new feature that adds the ability to search and purchase products directly within the chatbot. Now you’ll be able to discuss what you want to buy with ChatGPT, add items to a cart, and make purchases at Target without having to leave 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 holiday party. The Target app within 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 basket, and pay with your Target account. You can ship it or pick it up at a store, either inside or curbside. Same-day delivery is even in the works.
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You can request everything you would normally search for on Target’s app or website, and ChatGPT will respond like a store employee ready to receive your requests. Target is betting this will feel more natural than navigating through 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 revolved around clicking on what you want. ChatGPT approaches buying things online as a conversation, even when you may not know what you want to buy yet.
“A big part of the AI transformation is happening inside businesses,” said Fidji Simo, CEO of Applications at OpenAI, “and Target is a great example of what that change looks like when 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 another app.
Of course, as with any emerging technology feature, execution will be important. A conversational interface may 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 useful or ChatGPT freaks out about the actions, people will get upset.
Of course, Target’s traditional app and website aren’t going away. Many shoppers still want to navigate visually. But for quick decisions or when you want to buy things related to a broader topic or need rather than a specific item, talking to ChatGPT can be more efficient.
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