OpenAI Adds Virtual Try-On and Product Bookmarking to ChatGPT
OpenAI has rolled out two global shopping features for ChatGPT, allowing users to virtually test clothing using the new ChatGPT Images 2.5 model and save items to an in-app library.
OpenAI Pushes Deeper Into Commerce With Visual Shopping Tools
OpenAI announced the global launch of two new shopping features for ChatGPT on Thursday, introducing a virtual try-on system alongside a dedicated favoriting tool. The updates represent the company's latest attempt to establish its conversational assistant as an everyday utility for online shoppers looking to discover and evaluate clothing and accessories.
Inside the Try-On System and ChatGPT Images 2.5
The new shopping features are powered by OpenAI's freshly released ChatGPT Images 2.5 model. The company states that the underlying image generation model produces more natural lighting, renders richer textures, adheres to multi-step editing instructions more consistently, and reduces overall generation latency.
To use the virtual try-on tool, users can upload either a selfie or a full-body photograph to see how apparel or accessories would look on them. The capability is integrated into search queries through a new "Try On" button that appears alongside ChatGPT's shopping results. Alternatively, users can upload an existing image—such as a screenshot from an online store—and instruct ChatGPT to render the garment on their uploaded photo.
Discovered items can be bookmarked using a new "Favorites" feature, which stores products in a Library tab within the app alongside generated try-on imagery. OpenAI noted that users can also prompt ChatGPT by describing a desired aesthetic to assemble matching outfits, or by uploading images of celebrity outfits to find retail links for similar, purchasable garments.
The Crowded Market for AI-Driven Product Discovery
OpenAI's latest release comes as AI developers continue experimenting with how to integrate consumer shopping into chatbot interfaces without alienating users. The company previously pivoted away from an earlier e-commerce test involving an instant checkout feature after it underperformed. Other players have faced similar hurdles; agentic AI startup Instinct recently drew criticism from users who viewed its proactive product recommendations as intrusive advertisements rather than helpful suggestions.
With its visual search and recommendation features, OpenAI is moving onto territory long held by Google and Pinterest for lifestyle and fashion discovery. Google deployed its own AI-powered virtual try-on tool last year, leaving ChatGPT to compete for consumer adoption against established commerce search engines.
