ChatGPT Rolls Out Virtual Try-On and New Shopping Tools
OpenAI is expanding its conversational assistant's role in e-commerce by introducing global shopping features, including virtual clothing try-ons and product favoriting.
Radwan AbdulhadiEditor and technology writer
OpenAI Expands Into Online Shopping With New Features
OpenAI is once again experimenting with how its conversational AI assistant can help users navigate online commerce. According to details shared by TechCrunch, the company announced the global launch of two primary shopping features designed to streamline how consumers discover and evaluate products.
The newly introduced tools include a method for virtually trying on clothing and accessories alongside a dedicated favoriting function. These additions arrive as various consumer-facing AI assistants explore different ways to engage users in retail spaces.
OpenAI previously explored other retail strategies, but that historical context highlights the evolving nature of the industry. The company previously had to pivot from one of its earlier ideas involving instant checkout features that did not perform well upon initial release.
Virtual Try-On Powered by New Image Generation Model
At the core of the new virtual try-on capability is advanced image processing technology. OpenAI noted that the features leverage the newly launched ChatGPT Images 2.5 model, which aims to handle visual editing tasks with greater reliability.
According to the company, this underlying model produces more natural lighting and richer textures, follows editing instructions more reliably, and reduces overall image generation latency. These technical improvements are critical for creating convincing visualizations when clothing is rendered onto a user's image.
To utilize the virtual try-on tool, users can upload a selfie or a full-body photo to visualize how an article of clothing or an accessory might look on them. Alternatively, users can upload an image of an item—such as a web screenshot—and ask the assistant to try it on virtually.
Managing Discovered Products With a New Favorites Library
Alongside the virtual fitting room tools, OpenAI has incorporated organizational features to help consumers track items they find interesting during their shopping sessions.
The other new option is the Favorites function, which lets users save products they discover directly to a Library in the application. This makes it straightforward for shoppers to come back to specific items for later reference.
OpenAI noted that these saved items will be stored alongside the user's try-on images within the app, keeping visual try-on history and product research neatly organized in one location.
Broadening Conversational Commerce and Outfit Discovery
Beyond individual item visualization, OpenAI detailed how the assistant can assist with broader stylistic inquiries and fashion discovery workflows.
Users can describe a specific style they want to try and then ask the assistant to shop for the individual pieces needed to complete the overall look. In addition, people can upload photographs of celebrity outfits and ask the system to find matching items that are currently available for purchase.
This functionality positions the conversational tool in territory that has historically been dominated by platforms like Pinterest and Google as primary sources for fashion inspiration and discovery that translate into online retail sales.
Navigating a Competitive E-Commerce Landscape
As conversational agents venture deeper into retail recommendations, they must navigate user expectations and competitive pressure from established technology platforms.
Other market entrants have faced hurdles with proactive consumer engagement. For instance, when agentic AI startup Instinct began pushing product recommendations to users, some felt that the proactive recommendations were an overreach, feeling more akin to intrusive ads than helpful suggestions.
It remains to be seen whether ChatGPT will become consumers' primary choice for online shopping and fashion discovery, especially given that Google launched virtual try-on last year.
Sources
- TechCrunchChatGPT can now virtually try on clothes for you
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