ChatGPT Introduces Virtual Try-On and Favorites Features for Online Shoppers

OpenAI is expanding the capabilities of its conversational artificial intelligence assistant into the realm of e-commerce. According to reporting by TechCrunch, the company announced the global rollout of two fresh shopping functionalities designed to help consumers navigate online retail. The updates include a virtual try-on option for apparel and accessories, alongside a dedicated favoriting tool that lets users store products for future reference.

The newly introduced capabilities arrive as various AI assistants increasingly target consumer shopping behaviors. OpenAI previously attempted an instant checkout feature that underperformed, leading to a strategic pivot. Meanwhile, other market participants like agentic AI startup Instinct have faced criticism for aggressive product recommendations that some consumers compare to unsolicited advertisements. OpenAI noted that its latest additions are powered by the recently unveiled ChatGPT Images 2.5 model, which reportedly delivers enhanced text-following capabilities, reduced image generation latency, and more natural textures and lighting.

With the new virtual try-on functionality, users can upload a personal selfie or a full-body picture to visualize how specific garments or accessories might appear on them. This feature is integrated directly into ChatGPT shopping results via a dedicated button. Alternatively, shoppers can upload external images, such as screenshots from the web, and instruct the assistant to apply the garment virtually. Furthermore, the newly added Favorites function enables individuals to save discovered items into an application library alongside their generated try-on images for later browsing.

Beyond direct try-ons, the assistant facilitates broader retail exploration. Users can describe a desired aesthetic and request that the platform curate matching pieces, or upload imagery of celebrity outfits to locate equivalent commercially available items. TechCrunch points out that this capability positions the platform to compete directly with established fashion discovery engines from Google and Pinterest that drive online retail conversions, though market adoption remains to be proven against existing competitors like Google's virtual try-on tool launched last year.

What This Matters

OpenAI's push into apparel visualization marks a strategic evolution from text-based dialogue toward utility-driven digital commerce. By integrating the ChatGPT Images 2.5 model directly into the retail journey, the company is attempting to close the gap between aesthetic inspiration and transactional intent. Rather than merely answering queries, the assistant is positioning itself as a personal stylist and visual search engine combined. This move escalates competition with established players like Google and Pinterest, who have long anchored visual fashion discovery. However, consumer willingness to adopt a conversational interface as a primary shopping hub will depend heavily on whether these visual approximations prove accurate and seamless enough to displace traditional e-commerce platforms.