OpenAI is expanding ChatGPT’s role in online shopping with two features built around visual discovery. TechCrunch reported on October 1 that the company is launching virtual try-on globally alongside Favorites, a new way to save products inside the app.

Virtual try-on allows a user to upload a selfie or full-body photograph and generate an image showing how a garment or accessory might look on them. A Try On button will appear in ChatGPT shopping results. Users can also upload a picture of an item, including a screenshot from the web, and ask ChatGPT to place it into a try-on image.

Illustration of a photo and garment becoming a virtual try-on image.
Users can start from a shopping result or upload an item image and a personal photo to generate a virtual fitting.

OpenAI said the feature uses its newly released ChatGPT Images 2.5 model. According to the company, that model produces more natural lighting and richer textures, follows image-editing directions more reliably, and generates results with less delay. TechCrunch reported those points as OpenAI’s claims rather than independent measurements of the try-on system.

The second feature, Favorites, lets users save products they discover to a Library within ChatGPT. The saved merchandise will sit alongside generated try-on images, giving users one place to return to clothing ideas and product finds after the original conversation has ended.

Illustration of saved products and generated outfits organized in a digital wardrobe.
Favorites stores discovered products in a ChatGPT Library alongside the user’s generated try-on images.

ChatGPT can also work from a broader style request. TechCrunch said users can describe a look and ask the assistant to find pieces that complete it. They can upload an image of a celebrity outfit and ask the system to identify similar items that are available to buy, moving ChatGPT toward fashion inspiration and product discovery as well as direct search.

The rollout places OpenAI in territory already occupied by Pinterest and Google, which TechCrunch described as established sources of fashion inspiration that can lead to retail sales. Google introduced its own virtual try-on feature last year. Whether shoppers will make ChatGPT a first-choice destination for this activity remains uncertain, especially after OpenAI previously moved away from an instant-checkout approach that did not perform well.