OpenAI announced Thursday that ChatGPT now lets shoppers try clothing and accessories on virtually and save products to a Favorites library, TechCrunch reported. Both features launched globally and run on the ChatGPT Images 2.5 model.
Shoppers supply a selfie or full-body photo, and a Try On button appears in shopping results. Search Engine Roundtable, quoting OpenAI, reported that “A “Try on” button will appear on product listings for clothes and accessories in ChatGPT.” The reference photo is saved for future try-ons and can be changed or deleted under Personalization in Settings. Favorites sit in the Library beside try-on images.
For fashion retailers, the product image now has a second job: it is the raw material for a shopper’s try-on. Neither report explains how ChatGPT decides which listings get the button, or whether feed attributes play a role. Google already offers virtual try-on, so shoppers have met this feature before.
Fashion teams should check how their garment photography renders in ChatGPT shopping results and keep images clean and consistent across every feed they submit.
Based on reporting by Sarah Perez for TechCrunch on October 1, 2026, with details from Barry Schwartz at Search Engine Roundtable.
