OpenAI launches virtual try-on and favourites features for ChatGPT

OpenAI is turning ChatGPT into a virtual fitting room. On 1 October, the company rolled out a virtual try-on feature and a "Favourites" library, marking its latest push to transform the AI chatbot into a hands-on shopping assistant.

The new tool, available on both mobile and web versions of ChatGPT, lets users see how clothing and accessories would look on their own bodies before they hit the buy button.

How does ChatGPT virtual try-on work?

When browsing shopping results within ChatGPT, users will now see a "Try on" button next to items. Clicking it prompts the chatbot to ask for a photo—either a quick selfie or a full-body portrait. ChatGPT then generates an image of the user wearing the selected item.

The tool is not limited to products ChatGPT finds on its own. Users can upload screenshots or photos of clothing they have found elsewhere on the internet and ask the chatbot to show how those items would look on them.

To make the process smoother for repeat shoppers, ChatGPT saves the uploaded reference photo for future try-ons. OpenAI says users can manage or delete these photos at any time by navigating to Settings, then Personalisation, and selecting Reference photos. However, users should note that by default, images uploaded from personal accounts may be used to train OpenAI's models unless they manually opt out.

What is the ChatGPT Favourites library?

Alongside the virtual fitting room, OpenAI has introduced a "Favourites" feature. This allows shoppers to save items they like to a dedicated library inside the app, rather than losing them in long, scrolling chat histories. Users can also set up custom folders within their library to organise their saved items.

Both features are built on OpenAI’s latest image generation model, ChatGPT Images 2.5, which launched in September. The company claims this updated model provides the realistic detail needed for virtual clothing, including more natural lighting, richer fabric textures, better accuracy when following editing prompts, and faster image-generation speeds.

How does OpenAI compare with Google shopping?

The update puts OpenAI in direct competition with Google, which already offers a similar virtual try-on tool in its search results. Google's version, which first rolled out as an experimental feature in the US, also uses full-length photos to show how tops, trousers, dresses, and skirts fit different bodies.

With tech giants increasingly looking for ways to monetise AI beyond simple text queries, turning chatbots into highly visual personal shoppers is becoming the next major battleground.