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ChatGPT now lets you virtually try on clothes and save favorites
OpenAI has rolled out two global shopping features for ChatGPT: a virtual try-on tool that shows how clothing and accessories look on your own photos, and a Favorites library for saving products. The features run on the newly launched ChatGPT Images 2.5 model, which OpenAI says renders more natural lighting and richer textures.
OpenAI on Thursday announced the global launch of two new shopping features for ChatGPT: a virtual try-on tool and a Favorites library. The try-on option lets users see how an article of clothing or an accessory would look on them, while Favorites lets users save products they discover for later.
Virtual try-on works by letting users upload a selfie or a full-body photo, then view how an item might look on them. The option appears as a new “Try On” button in ChatGPT’s shopping results. Users can also upload an image of an item, such as a web screenshot, and ask ChatGPT to try it on for them.
The Favorites feature saves products to a Library inside the app, and OpenAI notes those items will be stored alongside the try-on images users generate.
OpenAI said ChatGPT can help with shopping in other ways, too. A user could describe a style they want to try and ask the assistant to shop for the pieces needed to complete the look, or upload photos of celebrities’ outfits and ask it to find the items they are wearing that are available for purchase.
The new features leverage OpenAI’s newly launched ChatGPT Images 2.5 model. The company claims it produces more natural lighting and richer textures, follows editing instructions more reliably, and reduces image generation latency.
The updates arrive as AI assistants explore consumer shopping use cases. OpenAI previously had to pivot away from an earlier idea, an instant checkout feature that ended up not performing well. More recently, agentic AI startup Instinct began pushing product recommendations to users, though some felt the proactive recommendations were an overreach, more akin to ads than helpful suggestions.
Competition is already here. Google launched virtual try-on last year, and the celebrity-outfit and style-discovery territory has long been dominated by Pinterest and Google as sources of fashion inspiration that convert to sales for online retailers. Whether ChatGPT becomes people’s first choice for this kind of activity remains to be seen.
Sources
Why it matters
By folding image generation directly into the shopping journey, OpenAI is positioning ChatGPT in a high-value fashion-discovery and commerce funnel long held by Google and Pinterest. The payoff depends on how realistic the try-on results feel and how smoothly the experience works.
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