ChatGPT adds virtual try-on and product Favourites for clothing and accessories

What changed

Two shopping interactions are introduced

OpenAI has added a “Try on” button to clothing and accessory listings in ChatGPT, allowing users to use a selfie. It has also added the ability to save products to Favourites on mobile and web. The information describes the interactions but does not state market, plan, account or other eligibility limits.

The Try on description applies specifically to clothing and accessories. It should not be generalised to every retail category, product surface or user. Nor does the presence of the control explain how products are selected, ranked or admitted to listings. Favourites availability on mobile and web likewise does not establish identical behaviour in every environment.

Evaluate image clarity and the shopper journey

The immediate editorial implication for merchants is to inspect whether product imagery clearly represents the item. Framing, obstruction, inconsistent angles or an unclear distinction between the featured item and styling accessories could make an apparel listing harder to interpret. This is an editorial assessment, not a published image specification from OpenAI.

A useful test would take a small, representative set of clothing and accessories and record listing appearance, Try on availability, the selfie-based flow and whether a product can be saved to Favourites. Include the market, plan and device context for each observation. One successful test should not be used to claim general availability.

Teams should compare image-readiness decisions against their normal merchandising needs. A change that improves the visibility of a garment in one context may reduce consistency elsewhere, so any new imagery should pass ordinary brand and catalogue review. The goal is to identify assets that remain intelligible in the observed journey, not to infer an undocumented ranking advantage.

Why it matters for advertisers

Virtual try-on and saved products introduce new ways to engage with apparel listings. For affected products, clear imagery and an understood shopper journey become more consequential, even though ranking effects are unknown.