OpenAI has introduced two new shopping features to ChatGPT, aiming to enhance online retail experiences. The first feature allows users to virtually try on clothing and accessories by uploading a selfie or full-body photo, enabling them to see how items might look on them before purchase. This option appears as a “Try On” button within ChatGPT's shopping results. The second addition is a Favorites library, where users can save products and related try-on images for easy access later. These updates use the advanced ChatGPT Images 2.5 model, noted for improved image quality and faster processing.

The virtual try-on capability also supports users uploading images of items, such as web screenshots, to see how these might look on them. Beyond this, ChatGPT can assist shoppers by recommending items that fit a described style or by identifying and sourcing clothing worn by celebrities based on uploaded photos. These functionalities position ChatGPT as a tool that competes with platforms like Pinterest and Google, which have traditionally dominated fashion inspiration and discovery.

OpenAI’s new shopping features come after earlier experiments, such as an instant checkout function, did not meet expectations. The company is navigating the challenge of providing helpful AI-driven shopping assistance without venturing into overly intrusive product recommendations, a critique faced recently by others in the sector like Instinct. OpenAI emphasizes that ChatGPT’s approach is designed to be user-focused, enabling both discovery and convenience without aggressive marketing tactics.

This rollout occurs amid growing competition in AI-powered shopping technologies. Notably, Google launched a similar virtual try-on feature last year. As AI assistants increasingly explore consumer retail applications, OpenAI is leveraging its latest image-generation capabilities to offer richer and more seamless shopping experiences. How widely users will adopt ChatGPT for fashion and shopping inspiration remains to be seen in a crowded and rapidly evolving market.