ChatGPT Now Lets Shoppers Try Clothes On With AI Before They Buy

OpenAI launched ChatGPT's new shopping feature globally on 1 October 2026, giving ChatGPT users a free virtual try on tool and a Favorites save list inside chat. For online sellers, especially fashion and accessories businesses, this turns ChatGPT into a fitting room shoppers can use before they buy, at no extra cost to the seller.

What did OpenAI announce?

According to TechCrunch's 1 October 2026 report, OpenAI rolled out two shopping features inside ChatGPT: a Try On button that lets users upload a selfie, a full body photo, or even a screenshot of an item, then see it rendered onto their own photo. The second feature, Favorites, saves items you like into a Library inside the app alongside your try on images. OpenAI said both features run on its newly launched ChatGPT Images 2.5 model, which the company says produces more natural lighting and texture and follows editing instructions more reliably than earlier image models.

This is not OpenAI's first attempt at shopping inside ChatGPT. The company earlier tested an instant checkout feature that, according to TechCrunch, did not perform well and was pulled back. Google already launched its own virtual try on tool in search last year, so OpenAI is moving into territory another major platform is already competing in.

What can online sellers actually do with it?

For a boutique or an online fashion seller, this changes the questions a buyer asks before checkout. A shopper can now describe a style they want and ask ChatGPT to shop for the pieces, or upload a photo of an outfit they saw on a friend and ask what similar items are available to buy. None of this requires the seller to build anything, since it all runs on the shopper's side inside ChatGPT. The practical shift for an online seller is in the product photos themselves: clear, well lit, full body shots of your stock give ChatGPT a better source image to work from when a customer tries your item on, which means your existing product photography now matters more, not less.

The Favorites Library also matters for repeat business. A customer who saves a few outfits from your store this week is a warmer lead than one who simply browsed once, because they now have a visual shortlist sitting inside their own ChatGPT app that they can return to before their next payday.

Also today in AI

• OpenAI launched Dots, an always on personal AI agent built on GPT-6 Astra, for ChatGPT Pro and Business Premium users in eligible markets (TechCrunch, 29 September 2026).
• AI assistant startup Instinct raised a 1 billion US dollar Series C at a 10 billion US dollar valuation, just a month after its previous funding round (TechCrunch, 28 September 2026).

This funding helps us bring Instinct to more people and continue building the future of personal AI. It's an exciting, creative time, and we're just getting started.from Noah Shinn, Founder, Instinct (TechCrunch, 28 September 2026)

What should you do this week?

If you sell physical products online, from Kota Kinabalu to the Klang Valley, open ChatGPT this week and search for your own product the way a customer would, then try the Try On button on it yourself. Seeing your product through a shopper's eyes shows you exactly what photo quality and description details actually matter now that an AI model is doing the fitting room work for your customer. This is exactly the kind of hands on AI image and video skill we walk business owners through in our AI Video Marketing Mastery program, from product photos to AI-generated scenes that actually convert.