ChatGPT can now virtually try on clothes for you

OpenAI announced on Thursday the global launch of two new shopping features for ChatGPT: virtual try-on for clothing and accessories, and a Favorites function for saving products.

Virtual try-on lets users upload a selfie or 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.

Favorites lets users save products they discover to a Library in the app for later reference. OpenAI said these items will be saved alongside try-on images.

OpenAI said the new features leverage the newly launched ChatGPT Images 2.5 model, which the company claims produces more natural lighting and richer textures, follows editing instructions more reliably, and reduces image generation latency.

OpenAI said ChatGPT can help users shop in other ways. Users could describe a style they want to try and ask it 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 updates arrive as AI assistants explore consumer shopping use cases. OpenAI previously pivoted from an instant checkout feature that ended up not performing well. TechCrunch reported that agentic AI startup Instinct began pushing product recommendations to users, and some felt those proactive recommendations were an overreach, more akin to ads than helpful suggestions.

The report noted that ChatGPT's move into outfit-based product discovery enters areas Pinterest and Google have dominated in recent years as sources for fashion inspiration and discovery that can convert to sales for online retailers. Whether ChatGPT will become people's first choice for this type of activity remains to be seen, especially given that Google launched virtual try-on last year, according to the report.