OpenAI is expanding ChatGPT’s shopping capabilities with new features that allow users to virtually try on clothing and accessories and save products for later.
The company announced the global rollout of the two features on Thursday, as AI companies increasingly explore ways to turn conversational assistants into shopping and product-discovery tools.
The new features are powered by OpenAI’s recently launched ChatGPT Images 2.5 model, which the company says delivers more natural lighting, richer textures, improved adherence to editing instructions and faster image generation.
The virtual try-on feature allows users to upload a selfie or full-body photograph and see how clothing or accessories may look on them. The feature will be available through a new Try On button within ChatGPT’s shopping results.
Users can also upload an image of an item, including a screenshot from a website, and ask ChatGPT to virtually display the product on them.
The second feature, Favorites, allows users to save products discovered through ChatGPT to a Library for future reference. OpenAI said saved products will appear alongside users’ virtual try-on images.
Beyond the new features, OpenAI said ChatGPT can help users build outfits by describing a preferred style and asking the assistant to find the products needed to recreate it.
Users can also upload photographs of celebrity outfits and ask ChatGPT to identify and find the clothing and accessories shown in the images that are available for purchase.
The move puts ChatGPT in greater competition with platforms such as Pinterest and Google, which have established themselves as major destinations for fashion inspiration, visual product discovery and shopping.
OpenAI’s latest push comes after the company shifted its approach to AI-powered shopping. Its earlier instant checkout initiative failed to gain the expected traction, while other AI companies have faced criticism over proactive product recommendations that some users viewed as resembling advertising rather than useful assistance.
The latest features suggest OpenAI is focusing more on product discovery, visual search and personalised shopping assistance as it seeks to expand ChatGPT’s role beyond conversational queries.
