OpenAI launches virtual try-on and favorites features for ChatGPT shopping
Quick Look
- OpenAI announced two new shopping features for ChatGPT: a virtual try-on tool using uploaded selfies or product images and a favorites function to save items for later.
- The features use the ChatGPT Images 2.5 model and aim to enhance product discovery and user experience in online shopping.
AI-generated summary
Why It Matters
OpenAI previously tested an instant checkout feature for ChatGPT shopping that did not perform well, leading to a pivot toward more exploratory shopping tools. Other companies like Pinterest and Google have dominated AI-assisted fashion discovery and product recommendations.
OpenAI is again experimenting with how its conversational AI assistant, ChatGPT, can help users as they shop online. On Thursday, the company announced the global launch of two new shopping features, including a way to virtually try on clothing and accessories and a new favoriting function that can help users save products they like for later reference.
The updates arrive at a time when AI assistants are exploring consumer use cases around shopping. OpenAI already had to pivot from one of its earlier ideas in this space, an instant checkout feature that ended up not performing well. More recently, agentic AI startup Instinct began pushing product recommendations to users, but some felt that the proactive recommendations were an overreach, more akin to ads than helpful suggestions.
OpenAI said its new shopping features leverage the newly launched ChatGPT Images 2.5 model, which the company claims produces more natural lighting and richer textures, follows editing instructions more reliably, and reduces image generation latency.
To start, virtual try-on allows ChatGPT users to upload a selfie or a full-body photo in order to visualize how an article of clothing or an accessory might look on them. This option will appear as a new “try on” button in ChatGPT’s shopping results. You can also upload an image of an item, like a web screenshot, and ask ChatGPT to try it on for you.
The other new option, Favorites, lets you save products you discover to a Library in the app so you can come back to them later. (These items will be saved alongside your try-on images, the company notes.)
OpenAI said that ChatGPT can help users shop in other ways, too.
For instance, you could describe a style that you’d like to try, then ask it to shop for the pieces needed to complete the look. Or, you could upload photos of celebrities’ outfits and ask it to find the items they’re wearing that are available for purchase.
The latter sees the assistant moving into areas that Pinterest and Google have dominated in recent years as sources for fashion inspiration and discovery that can convert to sales for online retailers.
What to Watch
AI outlook — possibilities, not facts
OpenAI will introduce affiliate revenue or referral fees from retailers for products discovered via ChatGPT shopping
Likely · Within months
Retailers will begin optimizing product listings for ChatGPT's image-based search and recommendation algorithms
Possible · Within months
Open Questions
- How will OpenAI monetize these shopping features?
- What data privacy measures are in place for uploaded user images?
- Will the virtual try-on feature support diverse body types and skin tones?
- Are there partnerships with retailers to enable direct purchases?
