ChatGPT adds virtual try-on and Favorites to shopping
OpenAI is again experimenting with how ChatGPT can help people shop online. On Thursday, the company announced the global launch of two new shopping features: a way to virtually try on clothing and accessories, and a favoriting function for saving products to look at later.
Virtual try-on lets ChatGPT users upload a selfie or a full-body photo to visualize how an article of clothing or an accessory 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 second feature, Favorites, lets users save products they discover to a Library in the app so they can return to them later. According to the company, these saved items sit alongside the user's try-on images.
OpenAI said the new features use the newly launched ChatGPT Images 2.5 model. The company claims the model produces more natural lighting and richer textures, follows editing instructions more reliably, and reduces image generation latency.
OpenAI also described other ways ChatGPT can help with shopping. A user could describe a style they want to try and ask the assistant to shop for the pieces that complete the look. Or they could upload photos of celebrities' outfits and ask it to find the items being worn that are available for purchase. TechCrunch notes that the second use case moves the assistant into territory Pinterest and Google have dominated in recent years: fashion inspiration and discovery that can convert to sales for online retailers.
The launch comes as AI assistants explore consumer shopping. OpenAI already had to pivot from an earlier idea in this space, an instant checkout feature that ended up not performing well. More recently, the agentic AI startup Instinct began pushing product recommendations to users, but some felt the proactive suggestions were an overreach, closer to ads than help. TechCrunch concludes that whether ChatGPT becomes people's first choice for this kind of activity remains to be seen, especially since Google launched virtual try-on last year.
Key facts
- OpenAI announced on Thursday the global launch of two ChatGPT shopping features: virtual try-on and Favorites.
- Try-on works from an uploaded selfie or full-body photo, via a new Try On button in shopping results; users can also upload an item image, such as a web screenshot, and ask ChatGPT to try it on.
- Favorites saves discovered products to a Library in the app, alongside the user's try-on images.
- Both features use the newly launched ChatGPT Images 2.5 model, which OpenAI claims gives more natural lighting, richer textures, more reliable edits and lower latency.
- OpenAI earlier had to pivot from an instant checkout feature that did not perform well, and Google launched virtual try-on last year.
Why it matters
The launch extends ChatGPT further into online shopping, a field where OpenAI has already had to change course once: its earlier instant checkout feature ended up not performing well. The celebrity-outfit search use case pushes the assistant toward fashion inspiration and discovery, areas that Pinterest and Google have dominated in recent years as sources that can convert to sales for online retailers. It also shows the new Images 2.5 model being put to a consumer use.
Who it affects
ChatGPT users who shop for clothing and accessories online are the direct audience, since they can now preview items on their own photo and save finds for later. The move also touches Pinterest and Google, the established players in fashion discovery, and online retailers, whose sales can be driven by such discovery tools.
How to use it
Look for the new Try On button in ChatGPT's shopping results, then upload a selfie or a full-body photo to see how a garment or accessory might look on you. You can also upload an image of an item, like a web screenshot, and ask ChatGPT to try it on. Use Favorites to save products to the Library in the app; they are stored alongside your try-on images. OpenAI also suggests describing a style and asking ChatGPT to shop for the pieces that complete the look, or uploading photos of celebrities' outfits and asking it to find the items being worn that are available for purchase. No pricing, subscription tier, or plan restriction for the features is given.
How solid is it
The feature descriptions come from a TechCrunch report on OpenAI's announcement and are concrete: the Try On button, selfie or full-body photo upload, and the Library for Favorites. The Images 2.5 improvements (more natural lighting, richer textures, more reliable edits, lower latency) are OpenAI's own claims, and no quantitative performance figures are given. No named OpenAI spokesperson or direct quotation is given.
Risks and caveats
Whether ChatGPT becomes people's first choice for this type of activity remains to be seen, especially since Google launched virtual try-on last year. The earlier instant checkout feature underperformed, and Instinct's proactive product recommendations drew complaints from some users who found them closer to ads than useful suggestions. No privacy, data-retention, or photo-handling details for uploaded selfies or body photos are given. No rollout schedule, supported countries, languages, or platforms are listed beyond 'global launch'.