ChatGPT can now let you try on clothes virtually

ChatGPT can now show users how clothes and accessories might look on them, as OpenAI pushes further into online shopping.

The new feature lets people upload a selfie or a full-length photograph of themselves. A Try On button then appears alongside items in ChatGPT's shopping results, and the chatbot generates an image of the user wearing the chosen piece.

How it works

As well as using the button, people can upload pictures of products, such as screenshots from a retailer's website, and ask ChatGPT to show how they would look wearing them.

The update also adds other shopping tools. Users can describe a style they like and ask ChatGPT to find matching pieces, upload a photo of an outfit worn by a celebrity to find similar items to buy, and save products to a favourites library to come back to later.

The technology

The feature uses OpenAI's ChatGPT Images 2.5 model. The company says the model delivers "more natural lighting and richer textures, follows editing instructions more reliably, and reduces image generation latency", meaning images appear more quickly.

Competition from Google

OpenAI is not the first to offer virtual try-on. Google launched its own feature in July 2025, allowing shoppers to upload a photo and see clothes from its shopping listings on themselves. Several fashion retailers also offer their own tools, and some use augmented reality to show glasses, make-up or trainers on a phone camera image.

It is the second big shopping push from OpenAI, following an instant checkout feature that allowed people to buy items without leaving ChatGPT, which was not a great success.

Why it matters for retailers

Returns are one of the biggest costs for online fashion retailers, and many items are sent back because they do not fit or do not look as expected. Retailers hope that better visualisation tools could reduce returns, which would also cut the environmental cost of shipping goods back and forth.

However, AI-generated images may not accurately show how a garment fits a real body, how a fabric hangs or what size to buy, so shoppers are advised to check size guides and reviews as well.

Privacy questions

Uploading photographs of yourself to any online service raises questions about how those images are stored and used. Privacy campaigners advise users to read the service's privacy settings, check whether images are used to train AI models and avoid uploading pictures they would not want to be shared.

In the UK, personal data, including photographs, is protected by data protection law, and people have the right to ask companies what data they hold about them and to request that it is deleted.

AI and the high street

The growth of AI shopping assistants is a further challenge for physical shops, which have already lost ground to online retailers. But retailers in Birmingham, including at the Bullring and Grand Central, point out that many shoppers still want to see and try on clothes in person, and some stores are using technology of their own to make visits more appealing.

Who can use it

OpenAI did not set out full details of which countries or subscription plans have access. New ChatGPT features are often rolled out gradually, starting with paying subscribers in the United States before reaching other countries.