OpenAI develops virtual try-on feature for ChatGPT Shopping

OpenAI is reportedly working on a virtual try-on feature for ChatGPT Shopping that would let users upload a full-body photo and see how clothing items look on them. The feature, first surfaced on August 8, 2026, hasn’t received official confirmation from OpenAI. But it fits into a pattern the company has been building for nearly a year: turning ChatGPT from a text-generating tool into something that looks a lot more like a shopping platform. From product search to virtual fitting room OpenAI first introduced “shopping research” capabilities on November 24, 2025, giving ChatGPT the ability to surface product recommendations in conversation. In September 2025, OpenAI piloted Instant Checkout integrations with Etsy and Shopify, letting users buy directly inside the chat interface. By March 2026, the company rolled out visual browsing enhancements. Users could upload images to find similar products and compare items side by side. Notably, OpenAI appeared to deprioritize the Instant Checkout feature during this period, suggesting a strategic pivot toward discovery and visualization over direct transactions. L’Oréal partnership sets the precedent On June 17, 2026, L’Oréal and OpenAI anno...