OpenAI is continuing to explore how its conversational AI assistant, ChatGPT, can assist users during their online shopping experiences. On Thursday, the company announced the worldwide rollout of two innovative shopping functionalities: a capability to virtually try on clothing and accessories, and a new bookmarking tool designed to save items of interest for future reference.
These updates arrive amidst a broader trend of AI assistants investigating consumer applications within the retail sector. OpenAI has previously had to adjust its strategy in this space; an earlier instant checkout feature, which did not perform as expected, was eventually abandoned. Recently, the agentic AI startup Instinct has begun pushing product suggestions to users, though some users felt these proactive recommendations were intrusive, resembling advertisements rather than helpful suggestions.
OpenAI stated that the new shopping capabilities rely on the recently introduced ChatGPT Images 2.5 model. The company claims this model generates more natural lighting and richer textures, follows editing instructions more accurately, and decreases image generation latency.
Initially, the virtual try-on feature will allow ChatGPT users to upload a selfie or a full-body photo to visualize how an article of clothing or an accessory might fit them. This option will be displayed as a new "try on" button within ChatGPT’s shopping results. Users can also upload an image of a specific item, such as a screenshot from a website, and instruct ChatGPT to simulate wearing it.
The second new option, Favorites, enables users to save products they discover to a Library within the app for later viewing. The company clarified that these items will be stored alongside the images generated from the try-on feature.
OpenAI noted that ChatGPT offers additional shopping assistance. For instance, users can describe a preferred style and request the assistant to locate the necessary items to complete the look. Alternatively, users can upload photos of celebrities' outfits and ask ChatGPT to identify the specific items being worn that are currently available for purchase.
The latter capability moves the assistant into territory traditionally dominated by Pinterest and Google in recent years, serving as sources for fashion inspiration that can drive online sales. However, whether ChatGPT will ultimately become the preferred tool for this activity remains uncertain, particularly in light of Google launching its own virtual try-on feature last year.
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