OpenAI is rolling out two shopping features in ChatGPT worldwide: a virtual try-on that shows clothing and accessories on a photo of the user, and a Favorites library for saving products for later.
The Try On option appears as a new button in ChatGPT's shopping results. A user can upload a selfie or a full-body photo and let the assistant render how a garment or accessory might look on them, or upload an image of an item — a web screenshot, say — and ask ChatGPT to put it on. Saved products land in a Library alongside the generated try-on images.
OpenAI says the features are built on ChatGPT Images 2.5, its recently launched image model, which the company says produces more natural lighting and richer textures, follows editing instructions more reliably and generates images with lower latency. Beyond try-on, it is pitching the assistant as a stylist: describe the look you want and ask it to shop for the missing pieces, or upload a photo of a celebrity outfit and ask it to find the items for sale.
The launch is a second attempt at consumer commerce. OpenAI's earlier instant-checkout feature did not perform well and was shelved, and the agentic startup Instinct drew complaints that its proactive product recommendations felt more like ads than help. ChatGPT is also late to a market Google entered last year with its own virtual try-on, and it will be competing with Pinterest and Google as a place people go for fashion inspiration that converts into sales.
Whether the assistant becomes anyone's first stop for shopping remains open. OpenAI is betting that an image generated from your own photo is a more persuasive nudge than a search result.
