ChatGPT adds virtual try-on and Favorites for shopping

On Thursday, October 1, 2026, OpenAI announced the global launch of two shopping features in ChatGPT, on mobile and web: virtual try-on for clothing and accessories, and Favorites. We could not open OpenAI’s release notes page ourselves, so the wording below is as quoted by Search Engine Roundtable and TechCrunch.

How does virtual try-on work?#

OpenAI wrote that “A ‘Try on’ button will appear on product listings for clothes and accessories in ChatGPT.” To use it, users “select it, then take or upload a selfie to generate a virtual try-on with ChatGPT Images.”

TechCrunch reports that users can upload a selfie or a full-body photo, and can also upload an image of an item, such as a web screenshot, and ask ChatGPT to try it on. The reference photo is saved for future try-ons and can be changed or deleted in Settings, then Personalization, then Reference photos, per Search Engine Roundtable.

What is Favorites?#

Favorites saves products to a Library in the app, alongside try-on images. Search Engine Roundtable reports that folders can organize what people save.

Which model powers it?#

OpenAI said the features use the newly launched ChatGPT Images 2.5 model. TechCrunch relays the company’s claims of more natural lighting, richer textures, more reliable edit-following and lower latency.

TechCrunch also reports that ChatGPT can shop for the pieces of a described style, or find items worn in celebrity outfit photos.

What does it mean for merchants?#

The button appears on product listings, so the listing is where a shopper meets the feature. That makes product data quality and product images the parts of your catalog worth getting right: a try-on can only be as convincing as the item it starts from.

What the announcement does not say matters just as much. OpenAI has not described how listings are sourced or ranked, so we do not know what feeds a listing in ChatGPT. Treat any claim about ranking effects as unproven.

Our earlier piece on ChatGPT Ads and product feeds covers the advertising side of the same surface. To check that your own product pages expose clean data, run them through the product snippet schema checker, and see more in ecommerce SEO.

Is this new for shopping search?#

Not the idea. TechCrunch notes Google launched virtual try-on last year, and Search Engine Roundtable notes Google has done it many times. TechCrunch also notes OpenAI had to pivot from an instant checkout feature that did not perform well, and says whether ChatGPT becomes a first choice for fashion discovery remains to be seen.