Online fashion shopping is getting a new AI-powered feature. OpenAI has introduced a virtual try-on tool in ChatGPT that lets users see how clothes and accessories could look on them before making a purchase.
The feature adds a new ‘Try On’ button to eligible clothing and accessory listings in ChatGPT’s shopping results. Users can select the option and upload a selfie to generate an image showing themselves wearing the selected product. The feature is available globally on ChatGPT’s web and mobile apps.
Users can start with a clothing or accessory product displayed in ChatGPT. After selecting ‘Try On,’ they can upload a suitable photograph. ChatGPT then generates a visual preview using its image-generation technology.
The feature also works with products that do not appear directly in ChatGPT’s shopping results. Users can upload an image or screenshot of clothing and ask ChatGPT to show how the item might look on them. This could allow shoppers to use products discovered on other websites or through social media as a starting point.
OpenAI says the experience is powered by ChatGPT Images, with the company highlighting improvements in lighting, textures and instruction following.
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OpenAI also introduced ‘Favorites,’ giving shoppers a way to save products they want to revisit. Users can bookmark products and organise their selections into folders within the ChatGPT Library.
Reference photos used for virtual try-ons can also be saved for future use. Users can manage or remove these photographs through ChatGPT’s settings.
While the feature could make online shopping more visual, OpenAI cautions that generated try-on images may not accurately represent the product or the user’s appearance. The images also do not guarantee clothing size or fit.
The company recommends checking the merchant’s measurements, product information, and return policy before placing an order.
The launch expands OpenAI’s broader push into AI-powered shopping. ChatGPT already supports product discovery and comparison, and the virtual try-on feature takes that experience further by giving users a visual preview before they buy.