ChatGPT already wants to help you decide what to buy. Now it wants to show you what it might look like on you.
OpenAI has launched virtual try-on globally, allowing users to upload a selfie or full-body photo and visualize themselves wearing clothes and accessories surfaced through ChatGPT Shopping. A new Try on button will appear alongside eligible products, while users can also upload a screenshot or photo of something they find elsewhere and ask ChatGPT to put it on them.
From Product Search To Personal Shopping
The feature uses ChatGPT Images to generate the visualization, and a reference photo can be saved for future try-ons. OpenAI is also introducing Favorites, allowing products to be saved into folders inside the ChatGPT Library alongside generated try-on images.
That combination starts to make ChatGPT look less like a search box and more like an actual shopping environment.
You could describe the style you want, ask ChatGPT to find the pieces, virtually try them on, save your favorites and, for some eligible products and merchants, potentially complete checkout without leaving ChatGPT. OpenAI is also pitching scenarios where users upload a celebrity outfit and ask the assistant to find similar items they can actually buy.
The virtual try-on is not intended to guarantee fit or sizing, and OpenAI warns users to still check merchant measurements and return policies. But fashion shopping is rarely only about fit. A huge part of the decision is simply imagining yourself wearing something.
AI Shopping Is Moving Up The Funnel
Google already offers virtual try-on, while Pinterest has spent years building its position around visual inspiration and product discovery. What makes ChatGPT interesting is how many stages of the shopping journey are beginning to collapse into one conversation.
Discovery, comparison, styling, visualization, saving and checkout have traditionally happened across different platforms and browser tabs. AI assistants increasingly want to connect them.
We are seeing the same movement elsewhere. Shopify is making its checkout infrastructure accessible to AI agents. Meta’s Muse can shop across participating merchants. Google is building commerce directly into its AI products.
For retailers, that changes where influence happens.
The product page may still complete the transaction, but the decision could increasingly be made somewhere else entirely.
The Shopping Interface Is Becoming The Conversation
OpenAI has experimented with commerce before, including Instant Checkout, which TechCrunch reports did not perform as hoped. Virtual try-on takes a different approach by adding value earlier in the decision rather than simply removing friction at payment.
That may be the bigger opportunity.
The best shopping assistant is not necessarily the one that gets you through checkout fastest. It is the one you trust to help decide what is worth buying in the first place.
ChatGPT is getting closer to that role. And now, apparently, it wants access to your closet too.