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OpenAI added a virtual try-on feature to ChatGPT, the company said in a Thursday (Oct. 1) release note.
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“Virtually try on clothing and accessories: A ‘Try on’ button will appear on product listings for clothes and accessories in ChatGPT,” OpenAI said in the note. “Select it, then take or upload a selfie to generate a virtual try-on with ChatGPT images. Your reference photo is saved for future try-ons.”
ChatGPT users can also upload a picture of clothing or accessories in a conversation and ask the AI assistant to generate a virtual try-on image, according to OpenAI’s updated article about shopping with ChatGPT.
ChatGPT users can also save products to Favorites or organize them in folders in their ChatGPT Library, according to the article.
The features are available in ChatGPT on both mobile and web, per the article.
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The PYMNTS Intelligence report “From Prompt to Purchase: Who Wins the AI Shopper?“ found in October that nearly 23% of consumers in the United States, or almost 61 million people, start their online retail search with AI.
The report also revealed that clothing, shoes and accessories accounted for about 28% of respondents’ most recent AI-assisted purchases.
PYMNTS reported in April that platform companies, retailers and a growing number of startups are now embedding generative AI virtual try-on technology directly into product pages, search results and checkout flows.
When Google added shoes to the other clothing items available in its AI-powered virtual try-on technology in October 2025, the company said the feature had proven to be popular.
“Shoppers in the U.S. are having lots of fun trying clothes on (even sharing their try-on images significantly more than standard product listings), and now there’s even more to check out,” Google said at the time.
For OpenAI, the new virtual try-on capability joins other shopping features in ChatGPT.
OpenAI said in March that it added more visual shopping in ChatGPT as well as support for product discovery by the Agentic Commerce Protocol (ACP). With these enhancements, users can browse products visually; upload images to find similar items; compare options side-by-side, including prices, reviews and features; get detailed, up-to-date information; and refine results conversationally.
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