Two features roll out globally, letting users preview clothing on photos and save products to a Library in the app.

OpenAI launched two ChatGPT shopping features globally on Thursday: a virtual try-on tool and a Favorites function. Try On adds a button to shopping results, letting users upload a selfie or full-body photo to see how clothing or an accessory looks on them.

The features run on OpenAI’s ChatGPT Images 2.5 model, which the company says produces more natural lighting, richer textures, and lower image generation latency. OpenAI already pivoted away from an instant checkout feature that performed poorly, and Google launched its own virtual try-on last year.

Commerce teams gain another AI surface for product discovery, since users can describe a look and ask ChatGPT to assemble the pieces. Users can also upload photos of celebrity outfits and ask the assistant to find purchasable items, moving ChatGPT into territory Pinterest and Google have long dominated.

Whether ChatGPT becomes a first choice for fashion discovery remains open, given Google and Pinterest already capture much of that traffic. Watch whether saved Favorites and try-on images convert browsers into buyers, and whether OpenAI revisits checkout.

What matters

• OpenAI added a Try On button that renders clothing and accessories onto user-uploaded photos.
• Commerce teams gain another AI surface for product discovery, competing with Google’s existing try-on.
• Watch whether Favorites and try-on convert browsers into buyers after OpenAI’s checkout feature missed.

Why it matters

Watch whether Favorites and try-on convert browsers into buyers after OpenAI’s checkout feature missed.

This GenAI News article was prepared in original wording using reporting and materials published by TechCrunch AI. Source reference: https://techcrunch.com/2026/10/01/chatgpt-can-now-virtually-try-on-clothes-for-you/.

Drafted by the GenAI News review pipeline.