OpenAI has introduced two new shopping features to ChatGPT, enabling users to virtually try on apparel and accessories while also offering a dedicated space to save desired items for later. The updates, announced globally on Thursday, represent the company’s continued effort to refine its e-commerce tools following the underwhelming performance of an earlier instant checkout feature.
The new virtual try-on capability is powered by OpenAI’s recently released ChatGPT Images 2.5 model. The company states that this latest iteration delivers more natural lighting, richer textures, greater adherence to editing instructions, and reduced latency during image generation. Users can upload a selfie or full-body photograph to see how specific clothing or accessories might look on them. This functionality appears as a “try on” button within ChatGPT’s shopping results, and users can also upload images of items, such as web screenshots, and request that the AI visualize them on their photo.
In addition to virtual fitting, OpenAI has launched a Favorites feature. This allows users to store products they discover within a Library in the app, where they will be saved alongside any generated try-on images. OpenAI also highlighted other shopping utilities, such as describing a desired style for the AI to source completing pieces, or uploading photos of celebrity outfits to find purchasable equivalents.
These additions position ChatGPT to compete more directly with established platforms like Pinterest and Google, which have long dominated fashion inspiration and discovery. However, OpenAI faces stiff competition, particularly from Google, which introduced its own virtual try-on feature the previous year. Whether ChatGPT will become a primary tool for shoppers remains uncertain as the landscape for AI-driven consumer assistance continues to evolve.
Another shopping feature? Please. I still trust my own eyes over AI-generated try-ons. Let’s see if the lighting actually holds up.
Finally, I can stop doom-scrolling and actually see how that jacket looks on me. This is a game-changer for online shopping!