ChatGPT launches virtual clothing try-on and product-saving features

OpenAI has rolled out two fresh shopping tools within ChatGPT as the company continues to test how its AI assistant can enhance online retail. Users can now virtually try on clothing and accessories, and save products to a personal collection—marking another step in OpenAI's ongoing push into e-commerce features.

How the new features work#

The virtual try-on tool lets users upload a selfie or full-body photo to see how a garment or accessory would appear on them. When browsing shopping results, a dedicated "try on" button triggers the feature. Alternatively, users can paste a screenshot of an item and ask ChatGPT to visualize it directly on their image.

The second addition, called Favorites, creates a searchable library where shoppers can bookmark interesting products alongside any try-on images they've generated. This collection serves as a personal wish list for future reference.

Powering the changes#

These capabilities rely on OpenAI's newly released ChatGPT Images 2.5 model. The company claims the updated system delivers more natural lighting, greater texture detail, faster image processing, and improved response to editing commands—features necessary for convincing virtual clothing simulations.

Expanding shopping possibilities#

Beyond core try-on functionality, ChatGPT can assist in other ways. Users might describe a desired style and ask the assistant to locate matching pieces, or share photos of celebrity outfits to find and purchase the featured items. This capability positions ChatGPT as a competitor to Pinterest and Google's fashion discovery tools, which have long driven retail traffic.

The competition ahead#

The launch comes as other AI platforms experiment with shopping features—some more successfully than others. OpenAI previously abandoned an instant-checkout feature that underperformed, while agentic AI startup Instinct faced backlash when users felt its product recommendations were too pushy, blurring the line between assistance and advertising.

Google has already staked its own claim in this territory, having launched its virtual try-on feature in 2025. Whether ChatGPT will become users' preferred destination for this functionality remains uncertain.