Fashion & AI
ChatGPT Virtual Try-On: What It Means for Fashion Brands
ChatGPT now lets shoppers try on clothes from a selfie. What it does, how it compares with Google, and what brands should do with their product images.
Fashion & AIQuick answer: On 1 October 2026 OpenAI launched a Try On button in ChatGPT shopping results. Shoppers upload a selfie or full-body photo and see an item on themselves, powered by the new ChatGPT Images 2.5 model. Brands should make sure clean, accurate product images are easy for AI shopping tools to find.
What launched
- Try On: pick an item in ChatGPT's shopping results, upload a photo, see the look. You can also upload a screenshot of any item.
- Favorites: save products to a Library, next to your try-on images.
- It runs on ChatGPT Images 2.5, which OpenAI says gives more natural light and richer textures.
How it compares with Google
Google launched a very similar try-on feature over a year earlier. Early reviews of ChatGPT's version noted it sometimes changes things it was not asked to, such as hair. Treat it as inspiration, not a fit guarantee.
What brands should do now
- Clean product images: front, back and detail shots on plain backgrounds help any AI try-on read the garment.
- Accurate colour names and materials in product data, so the AI describes the item correctly.
- Size and fit notes in plain words; try-on shows style, not fit.
- Test your own products in ChatGPT and see what shoppers see.
- Offer your own try-on on your site so the experience stays on your brand.
Next step
Make try-on images for your own catalogue with our Virtual Try-On studio, or read our guide to virtual try-on.
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Editorial Team · Fashion AI School
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