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If you've ever been on Instagram or TikTok and thought, "I love that person's fit, I need it in my closet," you're not alone. As someone who zooms in just to get a glimpse of a label or recognizable tag in an effort to make an item mine, I knew I had to give FindGPT a try.
This new AI shopping solution wants to remove the most frustrating part of online retail: the endless hunt. Instead of opening five tabs, reverse-image searching outfits with Google Shopping or Doppl and hoping you find something close, FindGPT promises to do the digging — and even the checkout — for you.
The pitch is simple but ambitious: see an outfit you like on social media, tag or DM @FindGPT, and the app identifies the clothing, suggests personalized matches, and even completes the purchase on your behalf. No affiliate links, no plug-ins, no marketplace lock-in. Just AI acting as a universal shopping layer across the web.
That’s a big claim, so I wanted to see how it actually works — and more importantly, what it says about where AI-powered commerce is heading.
Amanda’s AI Lab is my new Tom’s Guide column where I test the newest AI tools, features and trends to see what’s actually worth your time. I’ll break down what works — and what doesn't.
What is FindGPT?
FindGPT is a newly launched iOS app from startup Aesthetic that focuses on turning inspiration into instant shopping. While many AI shopping tools exist, most are tied to a single retailer or require browser extensions. FindGPT takes a different route: it operates through social platforms like Instagram, allowing users to tag or message the account directly when they spot something they want. This is a huge plus for doomscrollers everywhere. Without leaving the app, FindGPT finds what you want.
After sending FindGPT a DM or tagging them in the post, the AI analyzes the image or post, finds visually similar products and presents options tailored to your size and preferences. If you store a payment method, the system can also perform what the company calls “agentic checkout” — meaning the AI completes the purchase for you across verified sites.
One understandable downside is that the app charges a 5% service fee per transaction, positioning itself less like a marketplace and more like infrastructure.
How the experience feels in practice
Using FindGPT feels closer to texting a very fast personal shopper than browsing an app. The workflow is conversational: you send an image or tag the account, and the AI responds with product matches.
Where it gets interesting is speed. Instead of manually searching for “white oversized coat for women” and scrolling through pages of results, the AI narrows it down to look-alikes almost immediately. The suggestions weren’t always perfect, but they were directionally right — and that alone shaved off a noticeable amount of time.
For optimal performance, I suggest sending the link (copy/pasting into DM) rather than simply sending the post with the item you want. By manually sending the link, you'll get results faster, and FindGPT can work its magic by seeing all slides within the post.
I sent posts with celebrities on late-night TV to everyday influencers, and almost every time I was offered a solution. It wasn't accurate every time, especially when there are two people in the image, but that's to be expected.
Although I did not use the optional automated checkout, I can see where the technology becomes more than a recommendation engine. Handing purchase control to AI is still a psychological hurdle for many users, myself included, but the idea of one-tap buying across multiple retailers hints at a shift in how online shopping could work in the near future.
Why this is bigger than fashion
Although FindGPT launches with a fashion focus, the underlying technology isn’t limited to clothing. The company frames this as the first “vertical agent” in a broader ecosystem that could expand into skincare, home goods and tech. I can only hope home goods and beauty products are next. I'd love to send a random influencer and instantly know what shade of blush or lip color they are wearing.
But for now, what stands out from a tech perspective isn’t just image recognition — we’ve had that for years. It’s the combination of agentic AI + payment execution + cross-platform operation. In other words, AI moving from “here’s what you might like” to “I handled it.”
That’s a meaningful step toward end-to-end consumer AI agents, something many tech companies have been hinting at but few have publicly deployed at scale.
The creator economy angle
FindGPT also positions itself as a tool for creators. Instead of affiliate links or sponsorships, posts become automatically shoppable and creators earn when fans purchase items tied to their content.
If that model gains traction, it could subtly reshape influencer monetization — shifting from manual linking to passive infrastructure. That said, adoption will ultimately depend on whether creators trust the system and whether shoppers feel comfortable letting AI intermediate their purchases.
Of course, there's the whole privacy and safety aspect, too. Whenever AI touches payments, skepticism is natural. The app emphasizes verified retailers and user-initiated transactions, but automated checkout still requires a leap of faith. For some, it will feel like convenience; for others, like surrendering control.
Final thoughts
FindGPT is so easy to use and, even if you don't purchase every item you ask it to find, it's still thrilling to see the results. I also liked how it offers a wide variety of price options. The coat I liked could be purchased for hundreds of dollars, but the app also presented a budget-friendly one under $100.
Whether users fully embrace agentic checkout or stick to recommendations only, the app offers a glimpse into a future where AI isn’t just assisting decisions — it’s executing them.
For now, it feels like an early but intriguing step toward AI-driven commerce infrastructure rather than just another shopping app. And if nothing else, it shows that the next wave of AI tools may live less in chat windows and more inside the everyday platforms we already use.
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