OpenAI is continuing to explore ways its conversational AI assistant, ChatGPT, can help people while shopping online. On Thursday, the company announced the global rollout of two new shopping features, including a virtual try-on tool for clothing and accessories and a new Favorites option that allows users to save products they may want to revisit later.
The updates come as AI assistants increasingly explore shopping-related use cases for consumers. OpenAI has already shifted direction on one of its earlier efforts in this area, an instant checkout feature that ultimately failed to gain the expected traction. More recently, agentic AI startup Instinct began offering product recommendations to users, although some users viewed the proactive suggestions as excessive and more similar to advertising than useful recommendations.
OpenAI said the new shopping capabilities are powered by its recently introduced ChatGPT Images 2.5 model. The company says the model delivers more natural lighting and richer textures, follows editing instructions more consistently and reduces the time required to generate images.
The virtual try-on feature allows ChatGPT users to upload either a selfie or a full-body photograph and then see how a particular piece of clothing or accessory could look on them. The option will appear as a new Try On button within ChatGPT’s shopping results.
Users can also upload an image of an item, such as a screenshot taken from a website, and ask ChatGPT to virtually show them wearing it.
The second new feature, Favorites, allows users to save products they discover to a Library within the ChatGPT app. They can then return to those products at a later time rather than having to search for them again.
OpenAI says ChatGPT can assist with shopping in several other ways as well.
For example, users can describe a particular style they want to try and ask ChatGPT to find the clothing and accessories needed to recreate the look. Users can also upload photographs of celebrity outfits and ask ChatGPT to identify and locate the individual pieces being worn that are available to purchase.
That capability moves ChatGPT further into territory that platforms such as Pinterest and Google have dominated in recent years, particularly when it comes to fashion inspiration and product discovery that can ultimately lead to purchases from online retailers.
It remains unclear whether ChatGPT will become a preferred destination for consumers looking for this type of shopping experience. The competition is already established, particularly after Google introduced its own virtual try-on feature last year.
