‘An influential seat at the table’: Why Target’s retail media business Roundel is one of the first to test ChatGPT ads

February 17, 2026 - 09:24

Target's retail media arm, Roundel, has secured a position as one of the first advertising partners to pilot ads on OpenAI's ChatGPT platform. This early access provides the retailer with a significant vantage point in the rapidly evolving landscape of AI-powered consumer interactions.

Matt Drzewicki, Senior Vice President at Roundel, emphasized the strategic value of this pilot program. He described it as securing "an influential seat at the table," allowing Target to directly shape how advertising integrates within conversational AI experiences from the ground up. The move underscores Target's commitment to staying at the forefront of retail media innovation, exploring new channels where consumer attention is growing.

The pilot will enable Roundel to test and learn how branded messages function within ChatGPT's unique environment. The focus is on understanding user engagement and determining what forms of advertising feel native and additive within a conversational format. This exploration is critical, as the industry grapples with establishing effective and respectful advertising models for generative AI platforms without disrupting the user experience.

This initiative positions Roundel not just as an ad seller, but as a strategic partner in defining the future of digital advertising. The insights gained from this test could influence broader industry standards for how brands connect with consumers in AI-driven spaces, solidifying Target's role as a forward-thinking leader in retail media.