ChatGPT gets a fitting room: Try On and Favorites have arrived

What's new

OpenAI has introduced virtual try-on in ChatGPT. When you shop in the chat, a "Try On" button appears on supported clothing and accessory products. You upload a selfie or a full-body photo, and ChatGPT shows how the item might look on you. The rollout began globally on October 1, 2026.

Alongside it comes a feature called Favorites, where you can save products for later. The feature uses the image model ChatGPT Images 2.5.

What's smart

You don't have to stick to the images the retailer shows. You can also upload a picture of an item, such as a screenshot from another site, and ask ChatGPT to try it on. ChatGPT can also shop based on a described style, and you can upload photos of celebrity outfits to find similar items that are available to buy.

OpenAI itself describes Images 2.5 as a model that delivers more natural lighting and richer textures and follows editing instructions more reliably. These are OpenAI's own claims, and they have not been independently tested.

Cheaper or better?

The price has not been disclosed, and the sources do not make clear whether the feature requires a paid subscription. It is also unclear whether it is available in Denmark and the EU, even though the rollout is described as global.

OpenAI has not published accuracy measurements, the number of supported products or which retailers are participating. OpenAI itself warns that the try-on is only a visualization. It does not guarantee fit or size, so you still need to check the retailer's measurements and product details.

Against competitors, the timeline is somewhat inconsistent. According to Retail Dive, Google launched its try-on tool in 2023 for women's tops, expanded it to dresses the following year and to shoes last year. Runtime Wire cites 2025 for Google's clothing try-on. Retail Dive assesses that OpenAI is catching up to Google with the new feature. According to Runtime Wire and TechRadar, Perplexity has also launched try-on tools in 2025.

Who it's good for

The feature is mainly for people who shop for clothing and accessories online and want a better impression before they hit buy. It can also help if you have seen an outfit and want to find something similar, or if you want to collect items in Favorites and decide later.

For online stores, it could be interesting. A 2024 study from Perfect Corp. says that brands with virtual try-on more than doubled their sales conversion, and that 38.4 percent of respondents believed virtual fitting rooms are the ideal way to recreate physical shopping online. The number of respondents and the methodology are not disclosed, and Perfect Corp. itself sells this kind of technology, so the figures should be taken with a grain of salt.

Runtime Wire assesses that the launch is a shift away from OpenAI's earlier direct checkout feature, which performed poorly, and toward discovery and visualization. OpenAI has previously launched, among other things, shopping research that recommends and compares products, and Etsy got an app in ChatGPT in May.