ChatGPT Launches Virtual Try-On Feature for Online Shopping

OpenAI has globally launched two new shopping capabilities for ChatGPT, introducing a virtual try-on feature and a dedicated favorites system to streamline digital retail experiences. Released on Thursday, the updates leverage the newly introduced ChatGPT Images 2.5 model, which the company reports delivers improved lighting accuracy, richer fabric textures, faster generation speeds, and more reliable adherence to editing prompts. The virtual try-on function enables users to upload a personal photograph or a screenshot of a product, triggering a dedicated interface option that overlays the selected clothing or accessory onto the user image for visualization. Concurrently, the favorites feature allows consumers to curate discovered items into a centralized library within the application, where saved products are automatically grouped alongside generated try-on visuals for future reference. Beyond direct visualization, ChatGPT now supports style-based shopping queries and reverse image searches for celebrity ensembles, expanding its role from conversational assistant to active fashion discovery tool. The rollout positions OpenAI to compete directly with established platforms like Pinterest and Google, which have long dominated visual fashion search and influencer-driven e-commerce conversion. Google notably introduced comparable virtual try-on technology last year, while agentic AI startups such as Instinct have recently faced consumer pushback over overly proactive product recommendations that resemble targeted advertising. OpenAI approach reflects a strategic pivot following the internal review of an earlier instant checkout prototype, which underperformed in user trials. By emphasizing non-intrusive visualization and user-controlled curation, the company aims to integrate AI shopping utilities without disrupting the existing consumer journey. Whether ChatGPT will become a primary destination for digital apparel discovery remains uncertain, as market adoption will depend on retailer partnerships, model accuracy, and seamless checkout integrations in future iterations. The updates mark a measured expansion of generative AI into retail, testing the viability of conversational interfaces as viable storefronts.