OpenAI is deepening its push into the e-commerce sector, introducing a new virtual try-on feature within ChatGPT that allows users to see how clothing and accessories will look on them prior to making a purchase. The development marks another significant stride for the artificial intelligence company as it works to court both everyday shoppers and major retail brands onto its platform, transforming a conversational assistant into an active shopping destination.
Under the new functionality, users can either take a fresh selfie or upload an existing photo of themselves directly into the interface. The system then generates customized images, seamlessly rendering selected clothing and accessories onto the user’s likeness. When browsing eligible product listings within ChatGPT, shoppers will notice a dedicated "try-on" button, bridging the gap between digital discovery and personalized visualization.
This latest integration arrives as part of a broader industry trend where major technology companies are racing to embed robust commercial tools into their artificial intelligence ecosystems. OpenAI has steadily rolled out features tailored to the retail market over recent years. Last year, the company launched a comprehensive shopping research feature designed to help consumers evaluate options by recommending and comparing products based on specific conversational search queries.
As OpenAI continues to expand these retail-focused capabilities, a growing number of brands are experimenting with the platform to reach consumers in new ways. Major retail players have already begun establishing a direct presence within the ecosystem. In April, David’s Bridal set up shop on Shopify’s Agentic Storefronts for ChatGPT and Microsoft Copilot, creating an experience that enables shoppers to sift through the retailer’s extensive assortment by silhouette across both AI platforms. The following month, marketplace giant Etsy debuted its official app directly on ChatGPT, further cementing the conversational platform’s utility as a commercial gateway.
By introducing the virtual try-on tool, OpenAI is actively catching up to rival tech giant Google, which has steadily built out its own suite of product visualization features over the past several years. Google debuted its pioneering generative artificial intelligence virtual try-on tool in 2023, initially allowing consumers to virtually try on women’s tops to see how different fabrics and cuts draped over various body types. Building on that foundation, Google extended the feature to dresses the following year, and last year broadened its application further to include footwear, allowing shoppers to visualize shoes in digital environments.
The intense focus on virtual try-on technology by tech heavyweights is heavily driven by consumer demand and proven commercial results. Before OpenAI and Google bolstered their respective AI platforms with these advanced product visualization tools, industry research consistently indicated that retailers were actively seeking out such technology to drive sales and reduce online return rates.
Data from a 2024 survey by Perfect Corp. highlighted the profound impact of these digital fitting tools, revealing that brands which implemented virtual try-on technology saw their sales conversion rates more than double. Furthermore, the survey found that more than a third of respondents, specifically 38.4%, considered virtual fitting rooms and try-on experiences to be the ideal method for recreating physical, in-store shopping experiences within the digital landscape.
As the lines between conversational artificial intelligence and digital commerce continue to blur, features like OpenAI’s new selfie-based try-on tool represent the next phase of online retail. By enabling shoppers to visualize products on themselves instantly through a simple chat interface, tech platforms and retailers alike are aiming to reduce purchase hesitation and deliver a more personalized, intuitive shopping journey.