With around one billion searches on ChatGPT each week, Gen Z are increasingly turning to AI to solve a daily dilemma: what to wear.
Last month, OpenAI announced updates to ChatGPT’s Search, enhancing the shopping experience with personalized product recommendations and direct purchase links. Users have already begun using these features to plan their outfits.
“I’m going out to dinner tonight, what should I wear?” one user asked ChatGPT in a TikTok video. The AI suggested a fitted black cami, black trousers, strappy heels, and silver hoops. “Why did ChatGPT kind of slay though?” the creator said.
Another fashion and lifestyle creator prompted ChatGPT with “streetwear,” “blue denim,” and “clean aesthetic.” The resulting outfit, shared on TikTok, was simple yet stylish. Others are uploading images from Pinterest boards or their wardrobes to generate entire shopping lists.
While it may be some time before AI-generated outfits appear on runways, OpenAI is embracing its role as personal stylist and shopper. Replacing the group chat, ChatGPT now offers what it calls “conversational shopping,” OpenAI said. “Instead of juggling tabs or scrolling through endless results, you can just have a conversation,” Saguna Goel, product lead on the ChatGPT search team, told Vogue Business.
“What’s really exciting is that this movement is being led by shoppers themselves. Gen Z are definitely out front, but people of all ages are getting involved — and stylists and influencers are now following their lead. It’s a fascinating shift, and it’s only just beginning,” she added.
For brands, the potential payoff is huge—if they can make themselves discoverable where customers are searching. With no paid placements currently on ChatGPT, AI recommendations level the playing field for small businesses competing with brands that have far larger ad budgets.
Still, not everyone is on board. As AI becomes more embedded in daily life, critics say it’s erasing creative jobs in fashion and other industries, and diluting personal style in favor of fleeting micro-trends.
If you ask ChatGPT to plan your next date-night outfit, just know: someone else might show up wearing the same thing.
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