OpenAI really wants to keep you inside the ChatGPT interface, and one the ways it's doing that is letting you shop inside the app. Target is the latest retailer to sign up, joining Walmart, Etsy, and Shopify ahead of next week's crucial Black Friday sales.

Consumers will be able to discover and shop items from Target inside ChatGPT, just in time for the holiday season’s biggest weekend.

The mass retailer is deepening its work with OpenAI as consumers continue to turn to generative chatbots for shopping support.

Shoppers will also be able to request personalised recommendations, browse and build baskets from across the US retailer’s full assortment

Target looks to get ahead in the AI retail race, announcing an integration with ChatGPT alongside another quarter of disappointing results on Wednesday.

The sales slump for Minneapolis-based Target continues, with retail giant announcing. Wednesday an almost 20% profit drop year over year. In their third quarter earnings report, the company said same-store sales decreased 2.

Walmart explores acquiring R&A Data to fight counterfeits, Target adds ChatGPT to its app, TikTok tests limits on AI-generated content.

The Minneapolis retailer says shoppers will be able to build baskets, check out and choose pickup, drive up or shipping.