OpenAI is developing a virtual try-on feature for ChatGPT Shopping that allows users to upload full-body photos to visualize how clothes would look on them before purchasing. The feature, which emerged on August 8, 2026, represents the latest step in OpenAI’s nearly year-long transformation of ChatGPT into a shopping platform. Previous developments include shopping research capabilities introduced in November 2025, Instant Checkout integrations with Etsy and Shopify in September 2025, and visual browsing enhancements launched in March 2026. OpenAI’s partnership with L’Oréal announced in June 2026, bringing Maybelline’s makeup try-on technology to ChatGPT, established a precedent for this type of visual shopping experience. The company notes that clothing try-on presents greater technical challenges than makeup due to factors like draping, body type variation, fabric behavior, and lighting interactions.
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