ChatGPT launches virtual try-on before you shop

What's new

As of October 1, 2026, OpenAI has rolled out a new feature globally in ChatGPT: a "try it on" button that appears when you shop for clothing or accessories in the chat. You upload a selfie or a full-body photo, and ChatGPT shows an image of how the clothes would look on you. You can also upload a screenshot of a product and ask ChatGPT to "try" it on you instead. At the same time, a Favorites feature is launching, where you can save products and your try-on images in a small library you can return to later.

What's clever

The feature is built on a new image model called ChatGPT Images 2.5. It is meant to deliver more natural lighting and richer textures in the images, follow editing instructions more precisely and generate images faster than previous versions. You can save your reference photo under Settings → Personalization → Reference photos, so you don't have to upload a new image every time, and you can always delete it again. OpenAI makes it clear that the images do not guarantee that the clothes actually fit or are the right size; it is a visual impression, not a measuring tool.

Cheaper or better?

No price has been announced for the feature, and it is not clear whether it is only for paying Plus/Pro users or also for free users of ChatGPT. Google launched a similar try-on feature back in July 2025, so ChatGPT is not first with the idea, but it brings it into a chat where you can ask, search and get suggestions all in one go. Pinterest has long been strong in fashion inspiration, and it remains unclear whether ChatGPT can turn inspiration into actual purchases as well. For OpenAI, the feature is also a new attempt to make shopping work in ChatGPT, after the company's earlier attempt at direct checkout purchases ("instant checkout") never really took off.

What it's good at

The feature is an obvious fit if you shop for clothes online and are unsure whether a shirt, jacket or pair of pants suits you before you hit "buy." It can also be used more playfully: upload a picture of a celebrity's outfit and ask ChatGPT to find similar products you can try on yourself. For companies in the fashion and apparel industry, the feature is a sign that AI chatbots will increasingly get involved in how we choose and buy clothes online.