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Dive Brief: - OpenAI has launched a virtual try-on feature for ChatGPT users, the company said in a post. - When users browse clothing and accessories on ChatGPT, they can click the “try on” button, take or upload an image of themselves and then generate images of themselves wearing those products. - Shoppers can save their products to Favorites or make a folder to organize them in their ChatGPT Library. The features are available on ChatGPT’s website and mobile app. Dive Insight: OpenAI is taking another step to court shoppers and retailers on its platform. As OpenAI introduces more shopping features to ChatGPT, more retailers are experimenting with the platform. In April, David’s Bridal set up shop on Shopify’s Agentic Storefronts for ChatGPT and Microsoft Copilot, enabling shoppers to sift through the retailer’s assortment by silhouette on both AI platforms. The following month, Etsy debuted its app on ChatGPT. Last year, the company introduced a shopping research feature that recommends and compares products based on search queries. With its new try-on feature, OpenAI is catching up to Google’s product visualization features. In 2023, the company debuted its virtual try-on tool, allowing consumers to virtually try on women’s tops. The following year, the company extended the feature to dresses, and last year it expanded to shoes. Before OpenAI and Google bolstered their respective AI platforms with new product visualization features, research suggested that other companies are seeking out these tools to drive sales. Brands that implemented virtual try-on technology saw their sales conversion rate more than double, according to a 2024 Perfect Corp. survey. More than a third (38.4%) of respondents said virtual fitting rooms and try-ons were the ideal way to recreate physical shopping experiences online.
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