Target trials ‘conversational shopping’ via ChatGPT
Consumers will now be able to discover and purchase products in Target via ChatGPT’s AI technology, as part of the retailer’s push to reimagine its platform as a conversational experience.
Launching next week, the Target app in ChatGPT will let users shop, build baskets and choose delivery options like drive-up, pickup or shipping.
Shoppers will also be able to request personalised recommendations, browse products across categories, and complete purchases through their account.
In addition to curated shopping, the experience will allow customers to request help with specific tasks.
For example, in ChatGPT, a guest could tag Target and ask for help planning a “holiday family movie night”. The app would respond with curated suggestions from Target’s assortment, such as throw blankets, candles, snacks, and slippers.
“Technology is helping define Target as a company that doesn’t just use AI, but runs on AI,” said Prat Vemana, executive VP and chief information and product officer at Target.
“It enables faster response to trends and gives teams intelligent tools that reduce friction so they can focus on what matters most, our customers.”
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