OpenAI is expanding ChatGPT further into online shopping with a new virtual try-on feature that allows users to visualise clothing and accessories on themselves before deciding what to buy.
The feature is being launched globally alongside Favorites, a new tool for saving products discovered through ChatGPT. Together, the updates extend the AI assistant's role in shopping from product discovery and recommendations to visualisation and saving items for later.
To use virtual try-on, users can upload a selfie or full-body photograph and select the new "Try on" option available within ChatGPT's shopping results. The system then generates an image showing how the selected clothing or accessory could look on the person.
The feature is not limited to products surfaced directly through ChatGPT. Users can also upload an image of an item, including a screenshot from another website, and ask ChatGPT to show them wearing it. This could allow shoppers to experiment with products discovered across different online platforms without relying solely on a retailer's own virtual try-on tools.
The capability is powered by ChatGPT Images 2.5, OpenAI's latest image-generation model. The company says the model offers more natural lighting and richer textures, follows image-editing instructions more reliably and generates images with lower latency.
ChatGPT can also help users build complete looks. A shopper can describe a style they want and ask the assistant to find products that match it. Users may also upload an image of an outfit they like and ask ChatGPT to find similar items that are available for purchase.
Alongside virtual try-on, the new Favorites feature allows users to save products inside ChatGPT and return to them later. Saved products and generated try-on images will be stored in the user's Library, creating a persistent space for products being considered.
The update puts ChatGPT more directly into a part of the online shopping journey already targeted by technology platforms and retailers. Google, for instance, has previously introduced virtual try-on capabilities as part of its shopping experience.
OpenAI has also experimented with other commerce features, including instant checkout, as AI assistants increasingly move beyond answering product questions towards participating in product discovery and purchase decisions.
With virtual try-on and Favorites, ChatGPT is adding another layer to that strategy by combining conversational product discovery with generative imagery and tools for organising potential purchases.
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