OpenAI Launches Virtual Outfit Try-On and Shopping Features in ChatGPT

OpenAI has rolled out two shopping features globally inside ChatGPT, letting users visualize clothing and accessories on their own photos and save items for future reference. According to reporting by TechCrunch AI (https://techcrunch.com/2026/10/01/chatgpt-can-now-virtually-try-on-clothes-for-you/), the release marks the company's latest effort to establish the conversational assistant as an e-commerce discovery hub.

The virtual try-on tool appears as a dedicated button within ChatGPT shopping results. To use it, shoppers can upload a selfie or a full-body photograph to preview how a garment or accessory looks on them. Users can also supply their own images—such as a screenshot from an online store—and direct the assistant to render the item on their uploaded photo.

Under the hood, OpenAI said the shopping features rely on its newly launched ChatGPT Images 2.5 model. The company claims the updated image model delivers lower generation latency, more natural lighting, richer fabric textures, and improved fidelity when executing iterative editing instructions.

Alongside try-ons, OpenAI introduced Favorites, a bookmarking mechanism that saves discovered products to a Library section in the app. Saved items are stored alongside a user's generated try-on imagery for later access. Users can also describe an aesthetic to generate a list of pieces needed to complete a look, or upload photos of celebrity outfits to find matching items available for purchase.

The additions place ChatGPT in closer competition with visual discovery incumbents such as Pinterest and Google, which introduced its own virtual try-on feature last year. The expansion also follows earlier industry experimentation with conversational commerce: OpenAI previously pivoted away from an underperforming instant checkout feature, while agentic startup Instinct recently drew criticism from users who viewed its proactive shopping recommendations as intrusive ads.