Daydream, an AI-powered fashion discovery and shopping application, is rolling out two major new features designed to streamline how iPhone users find and buy clothing and accessories. Announced on Monday, the new capabilities allow users to instantly transform saved outfit photographs into shoppable results and conduct voice or text-based style searches directly through Siri, eliminating the need to even open the dedicated mobile application.
The integration was built using Apple’s iOS 27 developer tools, which officially rolled out to the public. To utilize either of the newly introduced features, consumers must have an iPhone running iOS 27 with Siri AI enabled, alongside the Daydream application installed on their device. The application is available as a free download for iOS users on the App Store.
The first of the two features leverages Apple’s advanced image-context capabilities, permitting shoppers to browse and buy directly from images already stored within their native Photos application. When a user calls upon the feature, Daydream analyzes the outfit featured in the image, breaks it down to identify its individual components, and automatically surfaces shoppable matches and similar styles pulled from the platform’s extensive catalog, which boasts roughly 3 million products.
This functionality means that everyday moments of inspiration, such as a screenshot of an outfit spotted on Instagram or Pinterest, can immediately become the starting point for an active shopping expedition. Daydream can meticulously segment an image into relevant items—such as a chunky knit sweater, tailored trousers, footwear, or specific accessories—and cross-reference them with products available across its curated retail collection. If the exact item captured in the photograph is still commercially available, Daydream matches the image directly back to the specific retailer selling it. If the original piece happens to be sold out or no longer in production, the application smartly pivots to surface closely resembling options.
Furthermore, the system is designed to handle nuanced requests for variations on what appears within a given reference image. According to Julie Bornstein, co-founder and chief executive officer of Daydream, the AI is sophisticated enough to process commands like, "I like this sweater but want it in red," allowing for a more dynamic and personalized search experience that moves far beyond static visual matching.
The second core feature introduced on Monday is a Siri-powered natural-language search function. This integration enables users to make apparel and accessory requests either by voice or text input through Siri without ever having to manually open the Daydream application interface. For instance, a user might prompt the assistant by saying, "Hey, Siri, search Daydream for a cool blazer for my board meeting on Monday," and the application will instantly generate results tailored specifically to that individual’s tastes and requirements.
Bornstein notes that this conversational shopping experience becomes even more refined if users have previously configured Daydream’s dedicated feature known as the "Style Passport." This setup process prompts shoppers to input vital preferences, including their specific clothing sizes, preferred brands, personal aesthetic inclinations, and general shopping budgets, ensuring that the AI-driven recommendations are as accurate and relevant as possible.
With this rollout, Daydream joins an increasingly crowded and competitive landscape of artificial intelligence-driven shopping tools aimed at fundamentally rethinking product discovery for modern consumers. Industry giants such as Google and Amazon have rolled out competing AI search and visual identification utilities, while smaller, specialized players like Onton and Alta are also vying for space in the burgeoning fashion tech ecosystem. However, Bornstein firmly believes that Daydream’s specialized approach offers distinct advantages that many broader, general-purpose tools simply cannot replicate.
She points out that most visual search tools currently on the market lack deep category expertise specifically tailored to fashion. As a result, they frequently return results that feel inaccurate, pull from brands that lack consumer credibility, or frustratingly link users to images that cannot actually be purchased. Daydream’s vertical focus aims to eliminate these friction points by marrying advanced computer vision with a curated network of trusted apparel retailers.
This latest feature launch aligns neatly with Daydream’s broader, long-term strategic bet on artificial intelligence as the future of fashion retail. The company views these newly released capabilities as stepping stones rather than isolated, standalone novelties. The ultimate corporate ambition is to develop a fully realized, autonomous shopping agent.
Elaborating on this vision, Bornstein explains that the company is working toward an AI agent that understands an individual’s personal style well enough to function seamlessly across every digital surface in their everyday life, rather than being confined to a single application interface. She advises consumers to expect the company to push deeper into on-device intelligence and integrate further into the everyday moments where people naturally discover things they want to buy.
Since its launch last year, Daydream has steadily expanded its footprint in the digital retail space. The platform currently reports having more than 1.5 million active shoppers browsing products sourced from more than 325 individual retailers and over 10,000 distinct brands. Its robust retail lineup features a diverse mix of contemporary and luxury names, including Anthropologie, Dolce & Gabbana, Uniqlo, J.Crew, Reformation, Gucci, and Nordstrom.
