Online clothes shopping may soon feel a little less like guesswork. OpenAI is introducing new shopping features that allow people to preview clothing and accessories on themselves through ChatGPT—and save interesting products for later.
The update represents another step in the race to make artificial intelligence a useful shopping companion rather than simply a tool for answering questions.
See the outfit before ordering
The most eye-catching addition is a virtual try-on experience. Users can upload a selfie or a full-body photograph, choose a fashion item, and ask ChatGPT to generate an image showing how it might look on them.
A new “Try On” option is expected to appear within ChatGPT’s shopping results. The feature is not limited to products discovered through the platform, either. If you find an outfit elsewhere, you can upload a screenshot or product image and ask ChatGPT to place it on your photo.
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This could make it easier to experiment with unfamiliar colors, styles, and accessories before spending money. It will not confirm whether a garment fits correctly, of course, but it may offer a more personal impression than viewing the same outfit on a professional model.
A place to save your discoveries
OpenAI is also adding Favorites, a feature for keeping track of products found during shopping conversations. Saved items will be stored in ChatGPT’s Library, together with images created through the virtual try-on tool.
That might sound like a small improvement, but it addresses a common problem with conversational shopping: useful recommendations can quickly disappear inside a long chat. A dedicated collection gives users a practical way to compare choices and return to them when they are ready to buy.
From inspiration to a complete look
ChatGPT’s shopping ambitions extend beyond showing individual products. Someone could describe the style they want—perhaps a minimalist work outfit, a wedding guest look, or a relaxed weekend wardrobe—and ask the assistant to identify pieces that work together.
Users could also upload a photograph of a celebrity or creator and request similar products available online. In this role, ChatGPT begins to compete more directly with visual-discovery services such as Pinterest and Google, which have long helped shoppers move from inspiration to purchasable items.
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The new experience is powered by OpenAI’s ChatGPT Images 2.5 model. According to the company, the image system offers more realistic textures and lighting, responds more accurately to editing requests, and generates results faster. Those improvements are particularly important for fashion, where fabric, color, and small visual details can strongly influence a buying decision.
A careful return to AI-powered shopping
OpenAI has experimented with commerce before, although not every idea has worked as planned. Its earlier instant-checkout effort reportedly struggled, illustrating how difficult it is to turn an AI conversation into a smooth transaction.
There is also a larger question about trust. People may welcome assistance when they actively request it, but unsolicited product suggestions can feel more like advertising than genuine guidance. ChatGPT’s latest approach appears to focus on user-controlled actions: you choose the photo, request the recommendation, and decide what to save.
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Will shoppers make the switch?
Virtual try-on technology is not entirely new. Google introduced a similar capability earlier, and established shopping platforms already offer various augmented-reality previews. ChatGPT’s advantage may be its conversational interface, which can combine visual experimentation, product discovery, and styling advice in one place.
Whether that convenience is enough to change people’s shopping habits remains uncertain. Still, the direction is clear: AI assistants are moving closer to the moment when consumers decide what to buy.
The online fitting room is becoming more personal—and it may soon begin with a conversation.
