OpenAI on Thursday announced the global launch of two new shopping features for ChatGPT, including a virtual try-on function for clothing and accessories and a Favorites system for saving products.
The virtual try-on feature allows users to upload a selfie or full-body photo to visualize how an article of clothing or 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.
The new shopping features leverage the recently launched ChatGPT Images 2.5 model, which OpenAI says produces more natural lighting and richer textures, follows editing instructions more reliably, and reduces image generation latency.
The second feature, Favorites, lets users save products they discover to a Library in the app for later reference. These items are saved alongside try-on images for easy comparison.
OpenAI said ChatGPT can help users shop in other ways too. Users can describe a style they'd like to try and ask the AI to find the pieces needed to complete the look, or upload photos of celebrities' outfits and ask it to find similar items.
The updates arrive as AI assistants increasingly explore consumer shopping use cases. OpenAI previously experimented with an instant checkout feature that didn't perform well, and more recently, agentic AI startup Instinct faced criticism for pushing proactive product recommendations that some users felt were more like ads than helpful suggestions.