OpenAI is expanding deeper into consumer services through two major partnerships announced this week—one with Intuit, the financial technology company behind TurboTax, QuickBooks, Credit Karma, and Mailchimp, and another with Target, one of the largest retailers in the United States. Both deals center on bringing new app-level experiences directly into ChatGPT, while enabling each company to scale their use of OpenAI’s frontier models across operations, customer support, and product innovation.

Together, the partnerships illustrate how leading consumer brands are embedding AI into everyday financial decisions, business workflows, and retail shopping experiences at enterprise scale.

Intuit and OpenAI have entered a multi-year strategic partnership that will bring Intuit’s flagship financial apps directly into ChatGPT. The collaboration includes a $100M+ agreement that deepens Intuit’s use of OpenAI’s frontier models to support its broader AI-driven expert platform strategy.

Intuit, which powers financial tools used by more than 100 million consumers and small businesses, says the expanded partnership builds on more than a decade of investment in data, AI, and financial technology expertise.

Through the integration, users will soon be able to access Intuit apps within ChatGPT to receive personalized financial insights and take secure, actionable steps based on their financial data. This includes discovering the right credit products tailored to a user’s profile, answering tax questions, estimating tax refunds, connecting with tax experts, improving financial positioning, and managing business operations.

“We are taking a massive step forward to fuel financial success for consumers and businesses, unlocking growth for both companies,” said Sasan Goodarzi, CEO of Intuit. “Our partnership combines the power of Intuit’s proprietary financial data, credit models, and AI platform capabilities with OpenAI’s scale and frontier models to give users the financial advantage they need to prosper.”

OpenAI’s models will also help power select Intuit AI agents—supporting tasks such as tax preparation, cash-flow forecasting, and payroll management—while operating under Intuit’s established privacy, security, and responsible AI safeguards. Intuit is also expanding its internal use of ChatGPT Enterprise to boost employee productivity across the company.

For businesses, Intuit’s apps will surface more tailored insights powered by real-time business data—helping teams improve cash flow, automate follow-ups, and reach customers more effectively through email marketing. The partnership is designed to give businesses clearer visibility into their financial health and increase revenue and profitability with more personalized insights and far less manual effort.

“Intuit’s AI-powered financial platform helps millions of people manage their finances and run their businesses,” said Fidji Simo, CEO of Applications at OpenAI. “This partnership combines our most advanced models and global scale with Intuit's platform capabilities to help everyone make smarter financial decisions and build more secure futures.”

Target is expanding its partnership with OpenAI, with plans to launch a new Target app experience inside ChatGPT. The retailer is also expanding its use of OpenAI APIs and ChatGPT Enterprise to improve guest interactions, streamline store operations, and accelerate digital innovation.

The new Target app in ChatGPT—launching next week in beta—will allow shoppers to get personalized recommendations, browse items, build multi-item baskets, shop for fresh food, and check out using Drive Up, Order Pickup, or shipping.

For example, shoppers will be able to tag the Target app in ChatGPT and say, “Help me plan a family holiday movie night,” and instantly receive curated recommendations—such as cozy blankets, candles, snacks, slippers, and more. They can browse options, build the perfect multi-item basket, and check out through their Target account. Target also plans to introduce additional features soon, including Target Circle linking and same-day delivery.

“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.”

This AI-powered experience is part of Target’s larger strategy to “weave AI throughout the business,” supporting teams, guests, and vendors. Today, AI already powers Target’s supply chain forecasting, streamlines store operations, digital personalization, and several internal support tools:

These tools aim not only to automate tasks but also to strengthen human service by freeing employees to focus on higher-value interactions.

“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."

Q: What makes these partnerships significant?
A: Both Intuit and Target are integrating their core app experiences directly into ChatGPT, allowing consumers to take financial actions, plan shopping, and manage business tasks without leaving the conversational interface. This marks a major shift toward AI-powered app ecosystems inside ChatGPT.

Q: How will consumers benefit from these integrations?
A: Users will receive more personalized recommendations, be able to manage finances or shop in one place, and take immediate actions using secure app integrations—whether that’s answering tax questions, improving cash flow, or building a curated shopping basket for a family event.

Q: How are businesses using OpenAI through these partnerships?
A: Intuit is using frontier models to accelerate tax preparation, credit modeling, and financial forecasting at scale. Target is using AI across operations—from supply chain forecasting to employee support tools—helping teams move faster and serve guests more effectively.

Q: What types of financial actions will consumers be able to take with Intuit apps in ChatGPT?
A: Consumers will be able to estimate tax refunds, receive tailored credit recommendations, get answers to tax questions, connect with tax experts, discover the right credit products, and take steps to strengthen their financial position — all through secure Intuit apps integrated into ChatGPT.

Q: How will the Target app in ChatGPT change the way people shop?
A: The app will enable a curated, conversational shopping experience where users can ask for ideas, browse product options, build multi-item baskets, shop fresh food, and check out using Drive Up, Order Pickup, or shipping. It brings natural discovery and faster decision-making into a single conversational workflow.

Q: Are these integrations secure for sensitive financial and retail data?
A: Yes. Intuit’s integration operates under its established privacy, security, and responsible AI safeguards. Target uses ChatGPT Enterprise and OpenAI APIs configured to work with proprietary data in a secure environment, ensuring both internal and guest-facing interactions remain protected.

These partnerships show how AI is starting to reshape everyday financial decisions and shopping behaviors—not as standalone features, but as fully embedded, cross-platform experiences inside conversational interfaces like ChatGPT.

For consumers, this means managing finances, planning events, and completing everyday shopping tasks in a single AI-driven workflow. For businesses, it reflects a growing trend of using AI agents, frontier models, and enterprise LLM platforms to improve productivity and personalize services in real time.

As more enterprises adopt this model, partnerships like these show how OpenAI is positioning ChatGPT as an emerging interface for day-to-day decision-making across finance, retail, and beyond.

Editor’s Note: This article was created by Alicia Shapiro, CMO of AiNews.com, with writing, image, and idea-generation support from ChatGPT, an AI assistant. However, the final perspective and editorial choices are solely Alicia Shapiro’s. Special thanks to ChatGPT for assistance with research and editorial support in crafting this article.