OpenAI and Target team up on new AI-powered experiences

塔吉特与 OpenAI 的合作正进一步深化：在 ChatGPT 中上线的全新 Target 应用，将为消费者提供更具个性化的推荐、支持多件商品一键加入购物篮，并可通过 Drive Up 、 Order Pickup 或快递结账。同时，塔吉特将继续使用 OpenAI 的 API 和 ChatGPT Enterprise ，以提升员工效率并改善顾客体验。塔吉特也加入了超过一百万家使用 OpenAI 模型支撑核心产品与平台的企业客户行列。

这次合作既包含在 ChatGPT 中推出面向消费者的购物应用，也继续把前沿模型用于内部流程，让团队更快、更聪明地工作，从而交付更好的顾客体验。塔吉特将技术作为提升顾客、员工与供应商体验的关键手段，目标是在全业务中织入 AI——让顾客互动更简单、更愉悦，也让员工拥有减少繁琐事务、提升创造力的智能工具。

OpenAI 应用业务主管 Fidji Simo 表示：“企业内部正在发生重要的 AI 变革，塔吉特是以雄心与速度推进这一转型的优秀范例。我们很高兴与塔吉特合作，将智能能力贯穿其业务，为顾客和员工创造有用且愉悦的体验。”

作为这项工作的核心，塔吉特继续依赖 ChatGPT Enterprise ——专为安全处理专有数据设计——以加快速度、减少重复性工作并释放团队创造力。该工具已在塔吉特总部推广使用，目前约有 18,000 名员工在用。

AI 正被融入塔吉特的构建与运营，支持更精准的供应链预测、简化门店流程并推动更个性化的数字体验。OpenAI 在多方面支持这些工作：

• 通过 Agent Assist 和 Store Companion 在客服中心与门店协助员工更好服务顾客，实时提供最相关的信息，提高准确性并加快响应速度。功能不止问答——它们还能比价、发起退货，并在聊天中处理问题，体验如同与员工直接对话。
• 通过 Shopping Assistant 与 Gift Finder，利用对话式与推荐类 AI 工具简化浏览流程，按收礼人兴趣、年龄或场合推荐个性化礼物。
• 通过 Guest Assist 和 JOY 方案帮助顾客与供应商更快解决各类问题，并在需要时提供人工支持。JOY 基于超过 3,000 条常见问题的知识库训练，能即时向供应商回复。

这些方案共同表明，塔吉特用 AI 不只是自动化流程，而是真正增强服务能力——为顾客提供更快的答案，也让员工有更多时间专注于有意义的互动。

ChatGPT 中的 Target 应用

在此基础上，全新的 Target 应用将带来一个经过策划的对话式购物体验。该应用将于下周以测试版推出，顾客可以提出灵感需求、浏览并创建多件商品的购物篮、购买生鲜，并选择包括 Drive Up 、 Order Pickup 和快递在内的履约方式结账。

塔吉特执行副总裁兼首席信息与产品官 Prat Vemana 表示：“塔吉特的一切始于顾客，这意味着要在顾客所在的任何地方与他们相遇，包括像 ChatGPT 这样数百万消费者会访问的新兴平台。我们很自豪成为首批将购物带入这一新渠道的零售商之一，与 OpenAI 合作，让通过 Target app 在 ChatGPT 中发现商品像逛我们货架一样轻松愉快。我们的目标很简单：让每次互动都像与朋友聊天那样自然、有帮助且富有启发性。”

举例来说，用户可以在 ChatGPT 中标注 Target app ，说“帮我筹划一个家庭节日电影夜”，马上就能收到经过挑选的建议——舒适毯子、香薰、零食、拖鞋等。用户可浏览选项、组合成理想购物篮并通过塔吉特账号结账。未来还将陆续加入诸如 Target Circle 关联和当日达等新功能。

企业级规模的零售合作

塔吉特与 OpenAI 的合作不仅是用 AI 做事，更是把企业运行建立在 AI 之上：提升个性化能力、加速商品发现、强化运营并创造出色的顾客体验。这也体现了塔吉特在推动零售行业更广泛变革中的角色：行业领先者正把智能化作为客户体验、内部运营与日常工作流程的核心。

随着 AI 在更多企业中成为基础设施，类似的合作展示了零售商如何利用智能化不仅跟上节奏，更能引发下一波创新与顾客惊喜。OpenAI 的平台覆盖整个 AI 转型的全流程，能够支持这一转变，而不仅仅是单一产品或用例。

Key takeaways: 

• With the Target app in ChatGPT, customers will be able to get personalized recommendations, add everything they need to a cart with multi-item baskets, and check out using Drive Up, Order Pickup, or shipping. 
• Under the partnership, Target will continue using OpenAI APIs and ChatGPT Enterprise to boost employee productivity and enhance Target’s guest experiences. 
• Target joins a growing roster of more than 1 million OpenAI business customers leveraging OpenAI models to support core products and platforms.

The partnership between Target and OpenAI is growing, with a new Target app in ChatGPT and continued use of frontier models that help teams move faster and smarter, and deliver great guest experiences.

Target’s work with OpenAI is part of a larger strategy to use technology that elevates the experience for guests, team members, and vendor partners. It supports Target’s goal of weaving AI throughout the business—making guest interactions simpler and more joyful, and giving teams smart tools that cut friction from everyday work.

“A big part of the AI transformation is happening inside enterprises, and Target is a great example of what that shift looks like when it’s done with ambition and speed,” said Fidji Simo, CEO of Applications, OpenAI. “We're excited to work with Target as they weave intelligence throughout their business to create useful and joyful experiences for their customers and their employees."

As part of this effort, Target will continue relying on ChatGPT Enterprise—built to work safely with its proprietary data—to move faster, cut through busywork, and give teams more room to be creative. It’s now been rolled out across Target headquarters and used by 18,000 employees. 

AI is being woven into how Target builds and operates. It supports⁠ better supply chain forecasting, streamlines store processes, and powers more personalized digital experiences. OpenAI supports this work in many ways:

• Target’s Agent Assist and Store Companion help teams in service centers and stores serve guests with care. These tools deliver the most relevant information instantly, boosting accuracy and speeding up support. And it’s not just Q&A—they can price match, start returns, and sort out issues in a chat that feels as smooth as talking to a team member.
• Target’s Shopping Assistant and Gift Finder use AI-powered conversational and recommendation tools to simplify browsing and help guests find personalized gift suggestions based on the recipient’s interests, age, or occasion.
• Guest Assist and JOY solutions help Target guests and vendor partners resolve a variety of questions and issues much faster, complemented by personal support when needed. JOY is trained on an extensive knowledge base of 3,000+ FAQs and delivers responses to vendors instantly.

Together, these solutions show how Target is using AI not just to automate tasks, but to truly augment service—giving guests quicker answers and giving team members more time to focus on meaningful interactions.

The Target app, right inside ChatGPT

Building on this foundation, the new Target app in ChatGPT will bring a curated, conversational shopping experience. Launching next week in beta, it will let shoppers ask for ideas, browse and build multi-item baskets, shop for fresh food, and check out using their choice fulfillment options—including Drive Up, Order Pickup, and shipping. 

“At Target, everything starts with the guest, and that means meeting them wherever they are , including emerging spaces like ChatGPT, where millions of consumers visit,” said Prat Vemana, executive vice president and chief information and product officer, Target. “We’re proud to be one of the first retailers bringing shopping into this new channel, partnering with OpenAI to make discovery through the Target app in ChatGPT as easy and joyful as browsing our aisles. Our goal is simple: make every interaction feel as natural, helpful and inspiring as chatting with a friend.”

For example, a user will be able to tag the Target app in ChatGPT and say, “Help me plan a family holiday movie night,” and instantly get curated ideas—cozy blankets, candles, snacks, slippers, and more. They can browse the options, build the perfect basket, and check out through their Target account. And soon, Target will add new features like Target Circle linking and same-day delivery.

A partnership at retail enterprise scale

Target’s partnership with OpenAI reflects its broader strategy to not just use AI, but run the business on AI—improving personalization, accelerating product discovery, strengthening operations, and creating magical guest experiences. It also reflects Target’s role in shaping a broader shift across the retail industry, where leaders are making intelligence a core part of customer experiences, internal operations, and everyday workflows. 

As AI becomes foundational across more enterprises, partnerships like this show how retailers can use intelligence not just to keep pace, but to spark the next wave of innovation and guest delight. And OpenAI is uniquely positioned to support that shift, because our platform spans the full arc of an AI transformation—not just a single product or use case.

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