If the exact product is still available, Daydream can direct the shopper to the retailer. When it cannot find the original item, it returns similar options instead.
The visual search can also respond to modifications. Daydream co-founder and CEO Julie Bornstein said a user could select a sweater shown in a saved image and ask for the same kind of item in another color.
That gives shoppers a way to start with an image rather than describing an outfit piece by piece. Screenshots saved from services such as Instagram or Pinterest can effectively become shopping queries inside Daydream.
The second feature extends Daydream search into Siri. Users can make a natural-language request by speaking or typing, with Siri passing the query to Daydream and returning fashion results without requiring the shopper to first launch the app.
One example provided by the company is asking Siri to search Daydream for a blazer suitable for an upcoming board meeting.
Results can also draw on Daydream’s Style Passport, which stores information including a user’s sizing, preferred brands, style preferences and budget. The company says those details can make recommendations more personalized.
“Most visual search tools don't have the fashion category expertise, so they return results that don't feel accurate, from brands that aren't credible, or they link you to nonshoppable images,” Bornstein said.
Daydream’s catalog includes retailers and brands such as Anthropologie, Dolce & Gabbana, Uniqlo, J.Crew, Reformation, Gucci and Nordstrom. The company says more than 1.5 million shoppers have used the app since it launched last year.
The new tools require an iPhone running iOS 27 with Siri AI enabled. Daydream built them using developer capabilities Apple released with the operating system.
The launch expands how users can reach Daydream beyond its own search interface. One feature begins with something the shopper has already saved visually, while the other begins with a spoken or typed request through Siri.
Bornstein said the company sees those entry points as part of a larger goal of building a shopping agent that can understand a user’s preferences across different parts of their digital life.
“This is one step toward the bigger vision, a shopping agent that understands someone's style well enough to work across every surface in their life, not just on one surface,” she said.
This analysis is based on reporting from Superpower Daily.
Image courtesy of Daydream.
This article was generated with AI assistance and reviewed for accuracy and quality.
