OpenAI Adds Virtual Try-On Feature to ChatGPT

OpenAI unveiled a new virtual try-on feature for ChatGPT on October 1, enabling users to "virtually try on clothing and accessories" by selecting a 'Try on' button on product listings. The feature allows users to take or upload a selfie, which ChatGPT then uses to generate a virtual try-on image. This saved photo can be referenced for future virtual try-ons.

Additionally, users can upload images of clothing or accessories in a conversation and ask ChatGPT to produce a virtual try-on image. The new capabilities are accessible on both mobile and web versions of ChatGPT. According to the PYMNTS Intelligence report "From Prompt to Purchase: Who Wins the AI Shopper?", nearly 23% of U.S. consumers, approximately 61 million people, begin their online retail search with AI.

Clothing, shoes, and accessories made up around 28% of respondents' most recent AI-assisted purchases, according to the report. Platform companies, retailers, and startups have increasingly integrated generative AI virtual try-on technology into product pages, search results, and checkout flows. Google's AI-powered virtual try-on, which added shoes in October 2025, was reported to be popular among U.S. shoppers.

The new feature complements other shopping features in ChatGPT, such as visual product discovery, image-based product comparison, detailed information retrieval, and conversation-based result refinement.