AI
ChatGPT Adds Virtual Try
On October 1, 2026, OpenAI launched a virtual try-on button and a bookmarking tool called Favorites for clothing and accessory listings inside ChatGPT.
Key takeaways
- OpenAI launched virtual try-on and Favorites in ChatGPT shopping results worldwide on mobile and web on October 1, 2026.
- Both shopping features run on ChatGPT Images 2.5, which was released on the same day.
- ChatGPT Images 2.5 cuts image generation latency by up to half compared to Images 2.0.
- OpenAI's ad business passed a $1 billion annual run rate in September 2026.
- The new features represent a move into territory already held by Google and Pinterest.
On October 1, 2026, OpenAI launched a virtual try-on button and a bookmarking tool called Favorites for clothing and accessory listings inside ChatGPT. Powered by the newly released ChatGPT Images 2.5 model, the features are live worldwide on mobile and web. Users can upload a selfie to see how garments look on them, or upload screenshots from any retailer. The update marks a shift toward consideration tools after OpenAI ended its underperforming Instant Checkout feature in March 2026.
OpenAI shifts its shopping strategy from transaction tools to consideration tools to retain users.
By the numbers
- 3B
- Images created weekly across ChatGPT Images and API
- 1/2
- Reduction in image generation latency against Images 2.0
- $1B
- Annual run rate passed by assistant's ad business
How it unfolded
- Added Shopify as a search partner
- Launched Shopping Research for product comparison
- Google brought selfie-based virtual try-on to US
- Ended Instant Checkout after underperforming
- Ad business passed $1B annual run rate
- Announced virtual try-on, Favorites, and Images 2.5
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Common questions
- What happened with ChatGPT?
- OpenAI launched virtual try-on and Favorites in ChatGPT shopping results worldwide on mobile and web on October 1, 2026.
- Where can I read the original report?
- Read the full report at Google News.
