ChatGPT opens a fitting room, Muse hits 5 million, Grok gets a job

On October 1, OpenAI's ChatGPT release notes listed two new shopping features. The first is a "Try on" button on clothing and accessory listings in ChatGPT. You tap it, take or upload a selfie, and ChatGPT Images puts the item on you. It keeps the photo for your next try-on, and you can change or delete it under Settings, Personalization, Reference photos. The second is Favorites, which lets shoppers save any product or sort what they find into folders in their ChatGPT Library. Both work on mobile and web.

TechCrunch found the part we'd watch most closely if we sold clothes. Shoppers can upload a picture of an item, like a screenshot from another website, and ask ChatGPT to try that on too. So your product doesn't need a ChatGPT listing to end up on a stranger's selfie. The feature runs on ChatGPT Images 2.5. TechCrunch also points out that Google shipped virtual try-on last year and that OpenAI's earlier instant checkout didn't perform well, so this isn't OpenAI's first try at the register.

On October 1, 9to5Mac reported that SpaceXAI released Grok for Intune, a separate iPhone app for organizations that manage their phones and apps through Microsoft Intune. It follows the company's app protection rules on saving, sharing and moving data, you sign in with a work email, and there are no in-app purchases. IT teams deploy and configure it.

Otherwise it's the full assistant, with web and X search, document and image analysis, Grok Imagine for images and video, and Voice Mode with the live camera. Same Grok, now with a lanyard. 9to5Mac notes that OpenAI released a similar enterprise ChatGPT app in May, so the managed work phone is getting crowded.

Marketing insight: B2B buyers whose IT team blocked consumer AI apps can now research vendors with Grok on a company phone. We'd ask Grok, ChatGPT and Claude the three questions your buyers ask before a sales call, and fix anything they get wrong about you on your own site.

Quartz, citing 9to5Mac, reports that Sensor Tower projects Muse crossed 5 million US downloads on Wednesday, September 30, 22 days after its US launch. By Sensor Tower's count, ChatGPT needed 56 days, Grok 103 and Claude 492. To be fair to the others, Sensor Tower also notes that Claude and Grok launched on iPhone only, while Muse was on both platforms from day one, so Muse had a head start built in.

Only 23 apps have ever reached 5 million US downloads within 22 days, and about 85% of them are games. The non-games keeping Muse company are Disney+, HBO Max and Threads, which makes for a strange dinner party. Part of the speed came from Meta's own shelf space. Sensor Tower says Meta started ramping up Muse ads on September 16, when downloads rose 73% in a day, and that Muse took as much as half of Meta's daily house ad impressions in the two weeks ending September 27. Muse sends emails, books travel, fills out forms and makes purchases for its users. It's free for most use, with $20 and $100 monthly tiers.

In all three stories, a moment you used to own moved somewhere else. The fitting room is a chat window now, the vendor shortlist gets built on a managed work phone, and the newest agent around, with five million US downloads, fills in forms for people who may never see your homepage. We think the brands that do well here will be the ones a machine can read easily and a person can actually finish buying from.

If you want help deciding which of these deserves budget this quarter, talk to our founders below. See you in the next edition.