AI fashion app Daydream leverages Apple intelligence for enhanced shopping experience

Daydream, an AI-driven fashion app, has launched two new features using Apple’s iOS 27 tools, allowing iPhone users to turn saved outfit photos into shoppable results and search for clothing via Siri without opening the app. The first feature uses Apple’s image-context capabilities to analyze saved photos from the Photos app, identifying individual items and matching them with products from Daydream’s 3 million-item catalog. The second feature enables Siri-based searches with personalized results if users have set up the 'Style Passport' profile. Julie Bornstein, Daydream’s CEO, emphasized these tools offer a unique advantage over competitors by providing accurate, credible fashion results. Daydream, launched last year, now serves over 1.5 million shoppers across 325 retailers and 10,000 brands, including Gucci and Nordstrom. Bornstein highlighted the company’s long-term goal of developing a shopping agent capable of understanding user style across various life surfaces. The app’s new features align with Daydream’s broader strategy to integrate AI into everyday shopping moments, focusing on on-device intelligence and seamless user experiences. The company is part of a growing trend of AI-powered shopping tools, but its focus on fashion expertise sets it apart. Bornstein noted most visual search tools lack category-specific knowledge to deliver accurate results, a gap Daydream aims to fill with its advanced AI capabilities.