OpenAI is expanding ChatGPT’s role in online shopping with two new features that let users virtually try on clothing and accessories and save products they may want to revisit later.
The features launched globally Thursday as AI assistants increasingly move into shopping, product discovery and personalized recommendations. OpenAI has previously experimented with instant checkout in ChatGPT, but the company later shifted away from that approach after the feature failed to gain the expected traction.
The latest update takes a different approach, focusing on helping shoppers discover and visualize products rather than completing purchases directly within the assistant.
ChatGPT Gets a Virtual Fitting Room
Image Credits:OpenAI
The virtual try-on feature is powered by OpenAI’s recently introduced ChatGPT Images 2.5 model. OpenAI says the model produces more natural lighting and richer textures, follows editing instructions more consistently and generates images with lower latency.
Users can upload a selfie or full-body photograph and select a new “Try On” button that appears in ChatGPT’s shopping results. They can also upload an image of an item, such as a screenshot from a website, and ask ChatGPT to show how it might look on them.
A second feature, called Favorites, allows users to save products they discover to a Library within the ChatGPT app. Saved products appear alongside images created through the virtual try-on tool, allowing shoppers to return to items they previously considered.
ChatGPT can also assist with broader fashion discovery. Users can describe a particular style and ask the assistant to find pieces that could recreate the look. They can also upload photographs of celebrity outfits and ask ChatGPT to identify items shown in the images that are available to purchase.
That capability puts ChatGPT into territory long associated with platforms such as Pinterest and Google, where visual search and fashion inspiration can lead consumers toward products and retailers.
The success of OpenAI’s approach remains uncertain, particularly as other major technology companies are already developing similar tools. Google introduced its own virtual try-on feature in 2025, giving consumers another AI-powered option for visualizing clothing before buying.
OpenAI’s latest features add another layer to the growing competition over how consumers will discover, evaluate and shop for products through AI assistants.