Daydream uses Apple Intelligence to turn saved outfit photos into shoppable finds

Daydream, an AI-powered fashion discovery app, launched two new features Monday that let iPhone users turn saved outfit photos into shoppable results and search for clothing and accessories through Siri without opening the app. Both features were built using Apple’s iOS 27 developer tools, which rolled out the same day; using either requires an iPhone running iOS 27 with Siri AI enabled and the free Daydream app installed.

The first feature uses Apple’s image-context capabilities to let users shop from images already saved in Photos. Daydream analyzes the outfit in an image, identifies its individual pieces, and surfaces shoppable matches and similar styles from its catalog of roughly 3 million products — meaning a screenshot of an outfit from Instagram or Pinterest could become the start of a shopping search. If the exact item is still available, Daydream links back to the retailer selling it; if not, it surfaces similar options, and can handle variation requests such as “I like this sweater but want it in red,” co-founder and CEO Julie Bornstein told TechCrunch.

The second feature is a Siri-powered natural-language search that lets users make voice or text requests — such as “search Daydream for a cool blazer for my board meeting on Monday” — without opening the app, returning personalized results. Bornstein said results are more tailored when users set up Daydream’s “Style Passport,” which captures sizes, preferred brands, personal style, and budget.

Daydream joins a growing field of AI shopping tools from companies including Google and Amazon, as well as smaller players like Onton and Alta, but Bornstein argues its fashion-category expertise sets it apart: “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,” she said. The company’s longer-term ambition is a full shopping agent — “one step toward the bigger vision, [which is] a shopping agent that understands someone’s style well enough to work across every surface in their life, not just on one surface,” Bornstein said, adding the company plans to go deeper into on-device intelligence. Daydream launched last year and says it has more than 1.5 million shoppers browsing products from more than 325 retailers and 10,000 brands, including Anthropologie, Dolce & Gabbana, Uniqlo, J.Crew, Reformation, Gucci, and Nordstrom.

Why it matters

Daydream’s bet on deep platform integration with Apple’s on-device AI, rather than a standalone app experience, suggests niche shopping apps see distribution through Siri as a way to compete with Google and Amazon’s broader reach.