OpenAI is once again experimenting with how its conversational AI assistant, ChatGPT, can help users shop online. The company on Thursday announced the global launch of two new shopping features, including a way to virtually try on clothing and accessories and a new Favorites feature that lets users save items they like for later reference.
The update arrives at a time when AI assistants are exploring consumer use cases around shopping. OpenAI already had to pivot from one of its early ideas in the space, an instant checkout feature that ended up not working out well. More recently, agent AI startup Instinct started pushing product recommendations to users, but some felt the proactive recommendations went too far and were more like advertisements than helpful suggestions.
OpenAI says its new shopping feature leverages the newly launched ChatGPT Images 2.5 model, which the company says produces more natural lighting and richer textures, follows editing instructions more reliably, and reduces image generation lag.
First, virtual try-on allows ChatGPT users to upload selfies or full-body photos to visualize how clothing and accessories will look on them. This option appears as a new Try On button in ChatGPT shopping results. You can also upload images of your items, such as web screenshots, and ask ChatGPT to try them on.
Another new option, Favorites, lets you save the products you discover to the app’s library so you can come back to them later. (The company says these items will be saved along with the try-on images.)
OpenAI said ChatGPT can also help users shop in other ways.
For example, you can describe a style you’d like to try and ask them to buy the items they need to complete that style. Alternatively, you can upload a photo of a celebrity’s outfit and ask them to search for purchasable items they’re wearing.
The latter will see the assistant move into a space that Pinterest and Google have dominated in recent years as a source of fashion inspiration and discovery that drives sales for online retailers.
However, it remains to be seen whether ChatGPT will be people’s first choice for this type of activity, especially considering that Google launched virtual try-ons last year.
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