ChatGPT introduced a new ‘Try on’ button within its shopping results, enabling users to upload a selfie or full-body photo and generate an image of themselves wearing products they are considering buying.
The feature, launched earlier this month, is available globally on mobile and web, putting a virtual fitting room in the hands of ChatGPT’s vast user base.
Shoppers can also upload images of clothing spotted elsewhere, including screenshots from retailers’ websites, and ask ChatGPT to show them how the items might look on their bodies.
The technology is powered by OpenAI’s Images 2.5 model, which the company claims produces more natural lighting, sharper details and more realistic textures.
Alongside the try-on tool, OpenAI has introduced a Favorites feature that lets shoppers save products and organise potential purchases into folders within their ChatGPT Library.
The additions mean customers can discover, compare and virtually try on products without having to visit individual retailers’ websites.
It marks a significant step in OpenAI’s ambitions to capture more of the online shopping journey, as retailers face growing competition from technology platforms for customers’ attention.
The scale of that opportunity is considerable. OpenAI said in September that ChatGPT had reached 1.2 billion weekly users, giving the new shopping features an enormous potential audience.
However, OpenAI has cautioned that the generated images may not accurately represent a product’s appearance or guarantee how it will fit, with shoppers still advised to check sizing information and return policies before purchasing.
Users’ reference photos are also saved for future virtual try-ons, although they can be changed or deleted through ChatGPT’s personalisation settings.
OpenAI is not alone in targeting the online fitting room.
Google launched its own virtual try-on technology in the UK in December 2025, allowing shoppers to upload a photograph and see how clothing from billions of product listings might look on them.
Its technology covers everything from dresses and jackets to footwear, putting the two tech giants in increasingly direct competition for fashion shoppers.
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