Shopping for clothes through ChatGPT has become more personalised. OpenAI has launched a new “virtual try-on” feature that allows users to upload a photo of themselves and see how a selected item of clothing or accessory may look on them before buying it.

The feature has been rolled out globally since October 1 as part of a broader expansion of ChatGPT’s shopping tools.

When ChatGPT displays an eligible clothing or accessory product, users can select the new “Try on” button and either take a selfie or upload a photo.

ChatGPT Images then generates an image showing the user wearing the selected product. The feature is available through ChatGPT on mobile devices and the web.

Users are not limited to clothing displayed directly by ChatGPT. OpenAI said they can also upload an image of an item of clothing or an accessory in a conversation and ask ChatGPT to show how it might look on them.

However, the feature has one significant limitation. The generated image is only a visual simulation and does not guarantee the item’s size or fit.

OpenAI has warned that virtual try-on images may not accurately reproduce either the product or the user’s appearance, and do not guarantee sizing or how the garment will fit the body. Shoppers should therefore continue to review measurements, product information and return policies before making a purchase.

OpenAI also said it stores the reference photo used for virtual try-ons so it can be reused for future shopping. Users who do not want the image retained can delete it.

Reference photos can be viewed, changed or deleted under Settings, Personalization and Reference photos.

Alongside virtual try-on, OpenAI has introduced a new shopping feature called “Favourites”. Users can bookmark products they like or create folders to organise items, with saved products displayed in the ChatGPT Library.

The move takes ChatGPT further into online shopping, an area where AI companies are increasingly competing to help consumers discover, compare and visualise products.

Google previously introduced similar technology that allows shoppers to upload a photo of themselves and generate virtual images showing them wearing different clothes.

OpenAI’s version brings the experience directly into ChatGPT conversations, allowing users to move from requesting shopping recommendations to viewing an AI-generated image of themselves wearing an item without leaving the chat.