What: ChatGPT users can now upload a selfie or full-body photo to try on clothing and accessories from shopping results, and save products to a Library.

Why it is important: ChatGPT is taking on fashion visualisation and wishlisting, two functions retailers OpenAI has launched virtual try-on and Favorites in ChatGPT worldwide. Both run on the new Images 2.5 model, which the company says improves lighting, textures, editing accuracy and speed.

A Try On button in shopping results lets users upload a selfie or full-body photo and see how a garment or accessory looks on them. Users can also upload an item image, such as a web screenshot, and ask ChatGPT to try it on. Favorites saves products to a Library in the app, next to try-on images.

ChatGPT can also assemble a look from a described style by finding the missing pieces, or identify purchasable items from photos of celebrity outfits. That puts it in fashion inspiration and discovery, where Pinterest and Google have led. Google launched its own virtual try-on last year, so it is unclear that shoppers will make ChatGPT their first stop.

The launch follows OpenAI's retreat from instant checkout, which performed poorly.

IADS Notes: Asos (Retail Week, May 2026) and Sephora (Fashion Network, March 2026) already run their own apps inside ChatGPT, with Sephora planning in-app purchases. OpenAI had earlier dropped native payments in favour of redirecting shoppers to retailers (Fashion Network, March 2026), which leaves discovery and visualisation as its focus. Retailers are building try-on into their own channels: Breuninger uses Google Cloud's Virtual Try On in its app (Press Release, March 2026), and Macy's pairs try-on with its Gemini-powered assistant, whose users spend nearly 400% more than non-users (Fortune, March 2026).

ChatGPT adds virtual try-on and Favorites to its shopping features