OpenAI launches ChatGPT virtual try-on and product Favorites
OpenAI has launched two shopping features globally in ChatGPT: virtual try-on for clothing and accessories, and Favorites for saving products. The try-on tool lets users upload a selfie or full-body photo to visualise how an item might look on them, while Favorites stores selected products in the ChatGPT app’s Library.
The new option appears as a “try on” button in ChatGPT shopping results. Users can also upload an image of an item, such as a screenshot from the web, and ask the assistant to place it on them. OpenAI says the experience is powered by its recently launched ChatGPT Images 2.5 model.
Image model supports the shopping workflow
OpenAI says ChatGPT Images 2.5 delivers more natural lighting and richer textures, follows image-editing instructions more reliably and reduces image-generation latency. Those stated improvements are directly relevant to a feature that depends on a shopper recognising clothing or an accessory in a personalised image.
Favorites provides the second part of the workflow. Products discovered through ChatGPT can be saved for later reference in the Library, where they sit alongside try-on images. This gives users a place to return to items rather than having to repeat a product search or recreate a visualisation.
ChatGPT broadens its role in product discovery
OpenAI describes other shopping prompts that ChatGPT can handle, including finding pieces to complete a requested style and identifying purchasable items from images of celebrities’ outfits. These uses position the assistant in fashion inspiration and discovery, an area in which Pinterest and Google have been important destinations for consumers and online retailers.
The rollout follows OpenAI’s experimentation with commerce features. Its earlier instant-checkout idea did not perform well, while agentic AI startup Instinct has promoted product recommendations that some users viewed as closer to advertising than useful suggestions. OpenAI is instead adding shopping tools within the broader product direction signalled by ChatGPT as an application platform, where conversational interfaces can host more task-specific experiences.
What businesses should evaluate
Virtual try-on does not establish that ChatGPT will become a shopper’s preferred destination, particularly because Google launched virtual try-on last year. It does, however, make visual product evaluation and product saving available within one ChatGPT interaction.
Businesses selling apparel or accessories should examine whether their product photography, item descriptions and catalog availability are accurate enough for AI-assisted discovery. They should also treat saved products and try-on outputs as signals that shoppers may move between inspiration, evaluation and purchase without following a conventional storefront path.