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- ChatGPT’s shopping update just changed the fashion game
ChatGPT’s shopping update just changed the fashion game
OpenAI quietly launched a new shopping feature—and it’s about to redefine how fashion products get discovered online.
Tam Sood
May 01, 2025
Hello there,
Ever feel like online shopping is just endless scrolling and guesswork?
ChatGPT thinks it can fix that—and it’s changing the way people discover fashion in the process.
This week, we explore how AI is quietly becoming fashion’s new front door. From natural language shopping to tools that turn customer feedback into product ideas, the future of fashion discovery doesn’t start on a website—it starts with a conversation.
And everyone working in fashion—whether you're building, studying, or launching—should be paying attention.
Let’s get into it.
Here’s what we got for you today:
Algorithm as your sales assistant
AI Tool of the Week
Swipe File: 1 hack that you can learn from fashion brands
Fun Fact: When TikTok says “that’s stolen”
Total Read time: Less than 3 Minutes
Feature Story
ChatGPT’s shopping update just changed the fashion game
OpenAI quietly launched a new shopping feature—and it’s about to redefine how fashion products get discovered online.
TL;DR
OpenAI just launched shopping inside ChatGPT. It's fast, ad-free, and ranked by real reviews—not keywords. For fashion brands, this could reshape how shoppers discover products. Early movers get the edge.
The What: The future of shopping is conversational
OpenAI just added a new feature to ChatGPT: product recommendations. That means anyone can ask questions like:
“Best black boots under $200 for winter?”
“Vegan leather bags from indie brands?”
And ChatGPT will reply with a list of options—complete with product images, reviews, price ranges, and a button to buy directly from the retailer (like Amazon, Shopify, or your brand’s site).
There are:
No ads
No sponsored posts
No complicated tech to install
It’s like having a smart personal shopper who understands what you're really asking—not just matching keywords like Google.
How brands can adapt
This isn’t another platform to manage—it’s a new way shoppers will find your brand.
Here’s what’s changing:
ChatGPT ranks products by how people talk about them in reviews, not by how well you did your SEO.
Later this year, brands will be able to upload their product catalogs directly into ChatGPT’s system.
To stand out, your product pages need:
Clear, friendly language
Real benefits, not buzzwords
Reviews that mention what shoppers actually care about
Think about how a customer would describe your product to a friend. That’s how ChatGPT sees it.
What should you be doing now?
✅ Pretend you’re your own customer: What would you ask ChatGPT to find your product? Try it.
✅ Update your product descriptions to sound more like how people talk—not just technical specs
✅ Gather more real, detailed customer reviews
✅ Keep an eye on ChatGPT’s updates—merchant tools are coming
The Key Takeaway
Fashion shoppers are starting their journey with a chat, not a search.
If your brand isn’t part of that conversation, you’ll miss the moment they’re ready to buy.
Swipe File (Real tactics used by Fashion brands)
Alo uses an interactive fit tool that helps shoppers choose size and style through a clean, quiz-like interface. Backed by real AI recommendation engines.
Steal this: Add a quiz to your site that feels like a stylist, not a survey. AI tools like Vue.ai or Nosto can help you recommend by body type, not just size chart.
The Runway Reel
This week i talked about LVMH building its own ChatGPT
Tool Time
AI Tool of the Week: Vue AI
The AI stylist, merchandiser, and marketer—rolled into one
What it is:
Vue.ai is a retail-focused AI platform that helps fashion brands with everything from automated product tagging to styling recommendations to personalized email content.
Why it matters:
👗 Auto-tags new collections with detailed attributes (fit, neckline, color, etc.)
📸 Suggests styled looks based on inventory + shopper behavior
📬 Generates on-brand, personalized emails—at scale
Who's using it:
Multi-brand retailers, DTC fashion labels, and global e-comm teams looking to move fast without adding headcount.
A Final Note
Fun Fact
Shein once pulled a whole collection after TikTok users spotted copycat designs.
What looked like a trendy drop turned out to be eerily similar to indie artists’ work—and fashion TikTok noticed fast.
Lesson? The internet has receipts. And Gen Z will fact-check your mood board.
Let me know what you thought of this edition.Until next time,
