- ChatGPT adds a new feature that lets you shop at Target
- Users can browse and make purchases while chatting with ChatGPT.
- Shoppers can buy almost anything at Target.
ChatGPT will start helping you shop at Target as soon as the festive rush beginsthanks to a new feature that allows you to find and buy products directly from chatbot. Now you can discuss what you want to buy using ChatGPT, add items to your cart, and shop at Target without ever leaving the app. The new feature marks another expansion of OpenAI's efforts to encourage people use ChatGPT as a retail platform.
Instead, when chatting with ChatGPT, you can tag Target and ask for specific items or help with larger projects, such as planning a holiday party. The Target app in ChatGPT will respond with some options for the product you want or suggest a list for your group. You can view offers, add items to your shared cart, and checkout using your destination account. You can get it delivered or pick it up in store, inside or curbside. Same day delivery is even in the works.
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You can request anything you would normally browse on the Target app or website, and ChatGPT will respond like a store clerk ready to collect your requests. Target believes this will be more natural than navigating through filters and drop-down menus.
What makes this move noteworthy is not only that it comes from within ChatGPT, but also that it marks a shift in the way we expect online shopping. For most of the last two decades, e-commerce has revolved around clicking what you want. ChatGPT approaches buying things online as conversationeven if you don't even know what you want to buy yet.
“Most of the AI transformation happens within enterprises,” said OpenAI Applications CEO Fiji Simo, “and Target is a great example of what that shift looks like when it’s done with ambition and speed.”
The timing was not chosen by chance. Ahead of the holidays, Target is betting it can expand its reach without forcing anyone to download yet another app.
Of course, as with any new technology feature, execution will be important. A conversational interface might be ideal for themed moments, but it's less useful when you're trying to compare eight very similar hair dryers. If the recommendations aren't truly helpful or ChatGPT is hallucinating, people will be annoyed.
The traditional Target app and website are here to stay, of course. Many shoppers still want to view products visually. But for quick decisions or when you want to buy things based on a topic or broader needs rather than a specific product, chatting with ChatGPT can be more effective.
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