OpenAI has begun rolling out virtual try-on and a product-saving feature inside ChatGPT, extending the assistant deeper into online shopping. TechCrunch reported the global launch on Thursday, saying the two features let users see how clothing and accessories might look on them and store products for later. The move matters because ChatGPT is entering territory where Google and Pinterest already compete for fashion discovery that converts into retail sales.
The try-on tool works from a photo. TechCrunch reported that users can upload a selfie or a full-body image to visualize how an item might look, and that a new Try On button appears in ChatGPT’s shopping results. Users can also upload an image of an item, such as a web screenshot, and ask ChatGPT to try it on. The companion Favorites feature saves products to a Library inside the app, where TechCrunch said try-on images are stored alongside saved items.
OpenAI tied the features to ChatGPT Images 2.5, a newly launched model. According to TechCrunch, the company claims the model produces more natural lighting and richer textures, follows editing instructions more reliably, and reduces image generation latency. OpenAI also said ChatGPT can shop in other ways: a user can describe a style and ask it to find the pieces needed to complete the look, or upload photos of celebrities’ outfits and ask it to locate purchasable items.
The launch follows mixed results for OpenAI in shopping. TechCrunch reported that the company had to pivot away from an earlier instant checkout feature that did not perform well. It also noted that agentic AI startup Instinct began pushing product recommendations to users, and that some people felt those proactive recommendations overreached, resembling ads more than helpful suggestions.
Competition is already established. TechCrunch reported that Google launched virtual try-on last year, and that Pinterest and Google have dominated fashion inspiration and discovery that converts to sales for online retailers. Whether ChatGPT becomes a first choice for that activity remains to be seen, TechCrunch said.
OpenAI has not said how many users will receive the features or on what schedule beyond the global launch. The company’s performance claims for Images 2.5 — natural lighting, richer textures, more reliable editing, lower latency — come from OpenAI itself and have not been independently verified. Pricing was not disclosed, and TechCrunch did not report whether the features carry usage limits or sit behind a subscription tier.
