ChatGPT virtual try-on feature launch
OpenAI has launched two new shopping features globally: a virtual try-on for clothing and a favorites library, powered by its ChatGPT Images 2.5 model.
OpenAI announced the global launch of two new shopping features in ChatGPT on Thursday. The features include a virtual try-on function for clothing and accessories and a new favoriting function to save products for later reference. Both features are rolling out to ChatGPT users worldwide.
Users can generate try-on images by uploading selfies and full-body photos or by sharing screenshots of clothing items they want to visualize. The virtual try-on feature appears as a new 'Try On' button in ChatGPT shopping results. When viewing any clothing product listing or uploading a screenshot, users tap on the item, select 'Try on', and then upload their photo.
ChatGPT can also analyze uploaded photos of celebrity outfits to identify items available to buy. Users can describe a style and ask the AI to find the pieces needed to complete the look.
Favorites and integration
A second feature called Favorites lets users save products to a Library in the app. Saved products will appear alongside generated try-on images in the same in-app space, allowing for seamless revisiting of liked items.
Underlying AI model and improvements
The new shopping features leverage the newly launched ChatGPT Images 2.5 model. OpenAI claims this model produces more natural lighting and richer textures. It also reduces image generation latency and follows editing instructions more reliably.
These improvements are meant to help produce more convincing try-on previews. The ChatGPT Images 2.5 model was released in September.
Context and comparisons
The launch follows OpenAI’s earlier discontinued Instant Checkout feature for transactions. The company does not take a cut of transactions through that service, as clarified in an update to an earlier report. OpenAI also offers in-chat ads that merchants can use.
The virtual try-on concept is similar to a feature Google added to Search in 2025. That feature also lets users upload photos to see themselves in different clothes. Pinterest and Google have dominated fashion inspiration and discovery in recent years.
The updates arrive as AI assistants explore more consumer use cases around shopping. By default, images uploaded from personal accounts can be used for training unless the user opts out. The features are rolling out globally to ChatGPT users as part of OpenAI's push into AI-assisted shopping.
