ChatGPT users can now take or upload a selfie to generate images of themselves wearing clothing and accessories before they buy, following the launch of a virtual try-on feature on the platform.

The tool works from a single photo. The user supplies the image; ChatGPT generates visuals showing how garments and accessories would look on their own body, rather than on a model or mannequin. The feature addresses a persistent friction point in online fashion retail: shoppers cannot physically inspect fit, drape or color before checkout.

What does the feature actually do?

According to the announcement, the capability covers two core actions:

• Capture or upload a selfie. Users can take a photo directly or upload an existing image.
• Generate try-on images. The system produces rendered visuals of the user wearing selected clothing and accessories, viewable prior to purchase.

The positioning is pre-purchase evaluation. The generated images sit between product discovery and the buy button, giving shoppers a visual check they previously lacked in a chat interface.

Why does it matter for marketers?

Virtual try-on moves ChatGPT further from a conversational assistant toward a shopping surface. For apparel and accessories brands, the implication is direct: consumers may now evaluate products inside the chat environment before they ever reach a brand's own site or app.

That shift compresses the consideration stage. If a shopper can see an item on their own likeness within ChatGPT, the storefront's role in conversion changes — and brands that optimize product imagery and feeds for this context stand to benefit first.

Try-on tools also generate engagement data competitors lack. Each selfie and generated image represents an explicit signal of purchase intent for specific categories and items, gathered at the moment of highest consideration.

What's the competitive context?

Virtual try-on is not new to e-commerce — major retail platforms and social shopping apps have shipped similar AR features — but its arrival inside ChatGPT extends the capability to a mass-market AI assistant. The move signals that generative AI platforms view commerce visualization as a core use case, not an add-on.

What comes next?

The source announcement does not specify which merchants, catalogs or product categories are supported at launch. Watch for integration details: which retailers plug in their inventory, how generated images perform against standard product photography, and whether try-on activity feeds directly into transaction flows inside ChatGPT. Those answers will determine whether this becomes a genuine sales channel or a novelty layer above existing retail infrastructure.