Editorial illustration for Target to run product and deal ads within ChatGPT for real‑time discovery
Target Launches First AI Shopping App in ChatGPT
Target to run product and deal ads within ChatGPT for real‑time discovery
Why does this matter? Because the line between search and conversation is blurring, and retailers are testing the seam. While OpenAI’s chatbot has become a go‑to tool for quick answers, brands are now eyeing the same interface to surface shopping cues.
The partnership signals a pivot from traditional banner slots to context‑driven placements that fire when a user’s query contains relevant terms. Here’s the thing: the model can parse a prompt, spot a product‑related keyword, and then slip a brief promotion into the flow of the answer. Target’s plan, announced this week, is to embed those prompts directly into the chat, aiming to match “products, deals and inspiration” with the moment’s need.
The approach leans on real‑time relevance rather than static placements, and it could reshape how shoppers discover items without leaving the conversation. As the first retailer to roll out this format, Target is testing whether keyword‑triggered ads can coexist with the assistant’s primary purpose—providing information. The details of the rollout are outlined in the company’s statement below.
Target Target says in an announcement that it will use ads in ChatGPT to help users "discover products, deals and inspiration that meet what they're seeking at that moment." It notes that ads will appear based on keywords that appear in a user's ChatGPT prompt. As an example, Target says someone using ChatGPT to look for "countertop cooking appliances that make everyday meals more convenient" might see an ad for an air fryer from Target. Adobe Adobe is planning to show ads for its AI-powered document editor, Acrobat Studio, and its AI video and image generator, Adobe Firefly, in ChatGPT.
It's positioning the partnership as a way to "better understand how ads can provide helpful, relevant experiences" as it ramps up its own platform designed to help advertisers show up in AI search results. Williams-Sonoma You might see ads for Williams-Sonoma's range of housewares, kitchenware, furniture, and other products, too. The company says it's going to explore how ads in ChatGPT will help "surface relevant, high-quality products" at "decision-making moments." Audible It looks like ChatGPT's ads won't be limited to tangible products, either, as the Amazon-owned Audible plans to work with OpenAI to "reach new audiobook listeners" through ChatGPT.
It's not clear whether Audible will only show ads for its subscription or if it will showcase specific audiobooks when someone asks ChatGPT for recommendations. Myers, and more The advertising agency WPP Media is working with Ford, Mazda, the cleaning company Mrs. Myers, and the luxury Swiss watch company Audemars Piguet to launch ads in ChatGPT as well.
(Its other clients include Audible and Adobe, too). Meanwhile, other agencies, including Dentsu and Omnicom, have announced that they're going to bring their clients' ads to ChatGPT as well, though they don't specify which brands are involved.
Target has joined a handful of brands testing paid placements inside ChatGPT, a move OpenAI rolled out as part of its new advertising pilot. Ads will surface when a user’s prompt contains relevant keywords, the retailer says, offering “products, deals and inspiration” that match the moment’s need. Adobe, Audible, Ford and Mazda are listed among the early participants, each paying a premium for the slot.
The concept is straightforward, yet the impact remains uncertain; no data on click‑through rates or conversion has been disclosed. Questions linger about how the interruptions will affect the conversational flow that users have come to expect. Privacy‑focused observers will want to know whether keyword‑based targeting draws on the same data that powers the model’s responses.
For now, the experiment is confined to a limited set of advertisers, and OpenAI has not confirmed whether the format will expand beyond the pilot. Whether shoppers will find value in discovering deals mid‑dialogue, or simply view the prompts as clutter, is still to be determined.
Further Reading
- Target Among First to Test ChatGPT Ads - Retail TouchPoints
- About Target's conversational AI advertising test - Target Corporation
- Target to test contextual ads in ChatGPT, including through Roundel - Marketing Dive
- ChatGPT rolls out ads - TechCrunch
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Common Questions Answered
How will the Target app in ChatGPT help shoppers discover products?
The Target app in ChatGPT will allow users to have a conversational shopping experience where they can ask broad questions and receive curated, personalized recommendations. Shoppers can request help for specific occasions, browse Target's full product assortment, and build shopping carts directly within the ChatGPT interface.
What unique features does Target's ChatGPT shopping experience offer?
Target's ChatGPT app will enable multi-item purchases in a single transaction, support fresh food shopping, and provide multiple fulfillment options like drive up, in-store pickup, and shipping. The experience is designed to make product discovery as natural and helpful as browsing Target's physical aisles, with personalized recommendations tailored to specific needs.
When is Target launching its ChatGPT shopping experience?
Target will launch its ChatGPT app in beta next week, just in time for holiday shopping. The app is part of Target's effort to reimagine AI-powered shopping as a curated, conversational experience in partnership with OpenAI.