OpenAI has introduced a virtual try-on feature for clothing and accessories in ChatGPT. Users can upload a photo of themselves to see how products might look on them, personalizing online shopping and potentially helping retailers reduce returns.
The feature builds on OpenAI’s efforts to add shopping capabilities to ChatGPT, including partnerships with Target and Walmart. It moves the chatbot beyond product discovery and further into purchase decisions, a model known as agentic commerce.
The launch puts OpenAI in more direct competition with Google and Amazon, which are developing their own augmented reality and AI-powered try-on tools. By adding the feature to its widely used conversational AI, OpenAI is drawing on its large user base to compete in online retail and advertising.