OpenAI announced the global launch of two new shopping features for ChatGPT on Thursday. The update introduces a way to virtually try on clothing and accessories alongside a new favoriting function for saving products. These features arrive as AI assistants explore various consumer use cases around shopping.
OpenAI previously pivoted away from an earlier instant checkout feature that did not perform well. Meanwhile, agentic AI startup Instinct recently began pushing proactive product recommendations that some users viewed as an overreach.
A new image model powers the features
The new shopping features leverage the newly launched ChatGPT Images 2.5 model. OpenAI claims this model produces more natural lighting and richer textures, follows editing instructions more reliably, and reduces image generation latency.
Virtual try-on permits users to upload a selfie or a full-body photo to visualize how clothing or accessories might look on them. This option appears as a new Try On button in ChatGPT shopping results. Users can also upload an image of an item and ask ChatGPT to try it on.
Read nextOpenAI Says Moonshot AI Associates Tried Copying Model ReasoningThe Favorites option lets users save discovered products to a Library in the app for later reference. These saved items appear alongside try-on images within the application.
ChatGPT can also help users shop by allowing them to describe a style and request pieces to complete the look. Users can upload photos of celebrity outfits and ask the assistant to find purchasable items.
The tools compete with Google and Pinterest
These capabilities move the assistant into areas that Pinterest and Google have dominated for fashion inspiration and discovery. Google launched its own virtual try-on feature last year.
OpenAI has not stated what the next rollout phase involves for these shopping tools.
