Hajra Naz
OpenAI is once again experimenting with online shopping features. This applies specifically to its conversational AI assistant, ChatGPT. On Thursday, the company announced a global launch of two new shopping features. That includes a way to virtually try on clothing and accessories. It also includes a new favoriting function. This feature helps users save products they like for later reference.
These updates arrive at an interesting moment. AI assistants across the industry are exploring shopping-related use cases right now. OpenAI has already pivoted away from one earlier idea in this space. That was an instant checkout feature, which didn’t perform well. More recently, agentic AI startup Instinct began pushing product recommendations directly to users. Still, some people felt these proactive recommendations went too far. Many saw them as feeling more like ads than genuinely helpful suggestions.
OpenAI says its new shopping features rely on a recently launched model. That’s ChatGPT Images 2.5. According to the company, this model produces more natural lighting. It also creates richer textures overall. The model follows editing instructions more reliably too. On top of that, it reduces image generation latency significantly.
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To start, the virtual try-on feature works in a specific way. ChatGPT users can upload a selfie or full-body photo. From there, they can visualize how clothing or an accessory might look on them. This option appears as a new “Try On” button within ChatGPT’s shopping results. Users can also upload an image of a specific item, like a web screenshot. They can then ask ChatGPT to show how it would look on them.
The other new feature is called Favorites. This lets users save discovered products directly to a Library within the app. This allows them to return to these items later. According to the company, these saved items will appear alongside try-on images too.
OpenAI says ChatGPT can help with shopping in other ways as well. For example, users could describe a specific style they’d like to try. They could then ask ChatGPT to shop for pieces needed to complete that look. Alternatively, users could upload photos of celebrity outfits. They could ask ChatGPT to find similar items available for purchase online.
This last capability pushes ChatGPT into territory long dominated by other platforms. That includes Pinterest and Google. Both have served as major sources for fashion inspiration and discovery in recent years. This kind of discovery often converts directly into sales for online retailers.
Still, it remains unclear whether ChatGPT will become people’s first choice for this activity. This uncertainty exists especially given recent competition. Google actually launched its own virtual try-on feature last year, well before this OpenAI release.
