OpenAI Rolls Out Virtual Try‑On and Favorites in ChatGPT’s Shopping Suite

Virtual Try‑On Brings Clothing to Life

OpenAI unveiled on Thursday a global rollout of a virtual try‑on capability for ChatGPT, allowing users to see how garments or accessories might appear on them. The feature taps the newly released ChatGPT Images 2.5 model, which the company says delivers more natural lighting, richer textures, better adherence to editing prompts, and lower generation latency. To use the tool, shoppers upload a selfie or a full‑body photograph; a new Try On button then appears in ChatGPT’s shopping results. Users can also submit an image of an item—such as a screenshot from a website—and ask ChatGPT to overlay it onto their own photo.

Favorites Library Keeps Selections at Hand

A companion feature called Favorites lets users bookmark products they discover, storing them in an in‑app Library for later reference. OpenAI notes that these saved items will sit alongside any try‑on images the user has generated, creating a unified personal collection.

Broader Shopping Tools Expand ChatGPT’s Role

Beyond the visual tools, OpenAI highlighted additional ways ChatGPT can assist with purchases. Shoppers can describe a desired style and request the assistant to locate the individual pieces needed to complete the look. Alternatively, users may upload photographs of celebrity outfits and ask ChatGPT to identify and source the exact items for sale. These capabilities push ChatGPT into the fashion‑inspiration space long dominated by Pinterest and Google, which have become key discovery channels for online retailers.

Learning from Past Experiments

The new features arrive after OpenAI previously abandoned an instant‑checkout experiment that failed to meet performance expectations. Meanwhile, rival agentic AI startup Instinct has been testing proactive product recommendations, a move some observers have criticized as overly promotional rather than genuinely helpful.

Whether ChatGPT will become consumers’ go‑to shopping assistant remains uncertain, especially since Google introduced its own virtual try‑on functionality last year. The success of OpenAI’s latest tools will depend on how well they balance convenience with privacy and how effectively they integrate with existing e‑commerce platforms.