I know how time consuming and exhausting it can be to scroll through endless windows searching for the right outfit at the right price. All those tabs open on the laptop — whether I am on Instagram, Amazon, Net-a-Porter or Ensemble’s website. This is compounded by the fact that what I click on fuels algorithms, which throw up suggestions that I may not want. And I say this as someone who enjoys online shopping!
Now, imagine the ability to have a fashion advisor at your fingertips whenever you need outfit ideas. With advancements in AI, that looks set to happen. “Daydream, in essence, is ChatGPT for shopping,” says Julie Bornstein, one of the co-founders of a new e-commerce search engine that uses technology to connect shoppers to the products they want. “Our goal is to build a personal stylist for everyone.” Bornstein, who debuted a beta version of the platform at the BoF VOICES conference in Oxfordshire last November, hopes to launch this spring in the U.S., and roll out to the rest of the world later.
Imran Amed, BoF’s founder and CEO, described Daydream “as a fashion shopping platform looking to optimize online product discovery, using generative AI, machine learning and computer vision technologies to offer customers new ways to discover fashion products.”
Imran Amed | Photo Credit: Getty Images
Julie Bornstein attends VOICES 2024 | Photo Credit: Getty Images
Simplifying shopping
“The problem today is information overload, and in shopping, the way that really translates is that there are too many web pages, too many products,” she explains. The company has raised $50 million in seed funding from major venture firms, and it has already signed on luxury brands from Gucci to Jimmy Choo, to retailers such as H&M to Net a Porter, to cult athleisure labels, including Alo Yoga. “We are partnered with fashion brands and multi-brand retailers,” she says. “In beta today, the site has over a million items and over 5,000 brands, and as we sign on additional brands we will ultimately have the largest branded fashion catalogue online.”
The idea, of course, is not unique. Amazon, Google, Meta and TikTok are using AI-enabled technology for shopping search and discovery. And according to an article in TechCrunch, multiple startups are attempting similar approaches, from True Fit, which tries to find the right size for consumers, to e-commerce sites such as Deft and Cherry that use text and pictures to find shoppable goods.
Daydream plans to differentiate itself by being extremely personalised, using photos and text to create a superior customer experience. It is building a generative AI agent with natural language search capabilities to help customers discover pieces. So, a user can go to the site, type in what they are looking for — ‘a burgundy dress with an asymmetrical silhouette suitable for an evening event’ — and the search engine will generate branded options.
Largest database
Bornstein is no stranger to AI-powered retail. The entrepreneur, who started her e-commerce journey at U.S. retailer Nordstrom, co-founded The Yes, an AI-powered shopping platform, in 2019. After Pinterest acquired it in 2022, she continued as its Chief Shopping Officer. She also has a strong record of using e-commerce to grow billion dollar businesses, as she did with Stitch Fix, an online personal styling service — where she learned how algorithms could give real-time product recommendations.
Daydream hopes to leverage its first mover advantage. They are using OpenAI and working with a set of stylists who are helping to train and work with current trends. “There are no direct competitors doing exactly what Daydream does, leveraging AI with deep domain level fashion knowledge models,” Bornstein says.
Once shoppers find something they wish to buy using the ‘chat to shop’ search capability, they are directed to the exact product on the brand’s or retailer’s website; Daydream does not plan to fulfil orders itself. The company also aims to provide features where users can share their selections with friends for feedback.
The Daydream founding team has deep expertise in developing AI enabled technology married to e-commerce. Her co-founders include executives from Google, Microsoft, Amazon, Nordstrom and Farfetch.
Is it for India, though?
In India, where 39% of Gen Z opt for online luxury shopping (according to a BCG report), apps like Daydream could become relevant. But, there are doubts too. Fashion journalist and author Sujata Assomull says the challenge for such an all-encompassing platform is how comprehensive it truly will be. “For someone like me who loves discovering small, bespoke brands, will they capture all of those? I would worry about that, about missing out on those niche brands,” she says. “But I am sure for the majority of buyers, it will make fashion shopping smarter and easier.”
Julie Bornstein at VOICES | Photo Credit: Getty Images
As for penetrating the Indian fashion luxury segment, tools such as Daydream may also have an uphill task. As designer Karan Torani, who keeps a close eye on AI fashion, and recently used AI tools in his campaign, notes, it may only work till a certain price point. “Indian luxury shoppers want personalisation. We are used to it; we still have personal tailors that we frequent. For anything luxury that goes above a few lakhs, clients will want the full experience — touch, feel, memories. It could, however, be good for streetwear and [brands that are a] bridge to luxury fashion.”
The writer is a Mumbai-based journalist and author.
Published – March 07, 2025 02:03 pm IST
p”)if(totalPcount.length > 1){ insertElementEnd(totalPcount[1],createElementScript(“div”,””,”artmeterpv”)) }else{ insertElementbegin(document.querySelector(“.articlebodycontent”),createElementScript(“div”,””,”artmeterpv”))}]]>
0 && isDeviceEnabled(“large”) && Number.isInteger(6) && totalPcount.length >= (5 + 3)) {var container = document.createElement(“div”); container.className = “article-ad”;container.appendChild(createElementScript(“div”, “dfp-ad articleinlinead”, “Desktop_AT_Mid02”, { minHeight: ’90px’})); insertElementEnd(totalPcount[6 – 1], container) } ]]> 0 && Number.isInteger(6) && totalPcount.length >= (5 + 3)) {if (isDeviceEnabled(“large”)) { googletag.cmd.push(function() { googletag.defineSlot(‘/22390678/TH_Desktop_AT_Mid02’, [728, 90], ‘Desktop_AT_Mid02’).addService(googletag.pubads()); }); }}userIdentify.then(function() {if (isDeviceEnabled(“large”) && isNonSubcribedUser() && totalPcount.length > 0 && Number.isInteger(6) && totalPcount.length >= (5 + 3)) {googletag.cmd.push(function() { googletag.display(‘Desktop_AT_Mid02’); }); } });]]> 0 && isDeviceEnabled(“large”) && Number.isInteger(9) && totalPcount.length >= (8 + 3)) {var container = document.createElement(“div”); container.className = “article-ad”;container.appendChild(createElementScript(“div”, “dfp-ad articleinlinead”, “Desktop_AT_Mid03”, { minHeight: ’90px’})); insertElementEnd(totalPcount[9 – 1], container) } ]]> 0 && Number.isInteger(9) && totalPcount.length >= (8 + 3)) {if (isDeviceEnabled(“large”)) { googletag.cmd.push(function() { googletag.defineSlot(‘/22390678/TH_Desktop_AT_Mid03’, [728, 90], ‘Desktop_AT_Mid03’).addService(googletag.pubads()); }); }}userIdentify.then(function() {if (isDeviceEnabled(“large”) && isNonSubcribedUser() && totalPcount.length > 0 && Number.isInteger(9) && totalPcount.length >= (8 + 3)) {googletag.cmd.push(function() { googletag.display(‘Desktop_AT_Mid03’); }); } });]]> 0 && isDeviceEnabled(“large”) && Number.isInteger(12) && totalPcount.length >= (11 + 3)) {var container = document.createElement(“div”); container.className = “article-ad”;container.appendChild(createElementScript(“div”, “dfp-ad articleinlinead”, “Desktop_AT_Mid04”, { minHeight: ’90px’})); insertElementEnd(totalPcount[12 – 1], container) } ]]> 0 && Number.isInteger(12) && totalPcount.length >= (11 + 3)) {if (isDeviceEnabled(“large”)) { googletag.cmd.push(function() { googletag.defineSlot(‘/22390678/TH_Desktop_AT_Mid04’, [728, 90], ‘Desktop_AT_Mid04’).addService(googletag.pubads()); }); }}userIdentify.then(function() {if (isDeviceEnabled(“large”) && isNonSubcribedUser() && totalPcount.length > 0 && Number.isInteger(12) && totalPcount.length >= (11 + 3)) {googletag.cmd.push(function() { googletag.display(‘Desktop_AT_Mid04’); }); } });]]> 0 && isDeviceEnabled(“large”) && Number.isInteger(15) && totalPcount.length >= (14 + 3)) {var container = document.createElement(“div”); container.className = “article-ad”;container.appendChild(createElementScript(“div”, “dfp-ad articleinlinead”, “Desktop_AT_Mid05”, { minHeight: ’90px’})); insertElementEnd(totalPcount[15 – 1], container) } ]]> 0 && Number.isInteger(15) && totalPcount.length >= (14 + 3)) {if (isDeviceEnabled(“large”)) { googletag.cmd.push(function() { googletag.defineSlot(‘/22390678/TH_Desktop_AT_Mid05’, [728, 90], ‘Desktop_AT_Mid05’).addService(googletag.pubads()); }); }}userIdentify.then(function() {if (isDeviceEnabled(“large”) && isNonSubcribedUser() && totalPcount.length > 0 && Number.isInteger(15) && totalPcount.length >= (14 + 3)) {googletag.cmd.push(function() { googletag.display(‘Desktop_AT_Mid05’); }); } });]]>
0 && isDeviceEnabled(“small”) && Number.isInteger(6) && totalPcount.length >= (5 + 3)) {var container = document.createElement(“div”); container.className = “article-ad”;container.appendChild(createElementScript(“div”, “dfp-ad articleinlinead”, “MWeb_AT_Middle02”, { minHeight: ‘280px’})); insertElementEnd(totalPcount[6 – 1], container) } ]]> 0 && Number.isInteger(6) && totalPcount.length >= (5 + 3)) {if (isDeviceEnabled(“small”)) { googletag.cmd.push(function() { googletag.defineSlot(‘/22390678/TH_MWeb_AT_Middle02’, [[300, 250], [336, 280]], ‘MWeb_AT_Middle02’).addService(googletag.pubads()); }); }}userIdentify.then(function() {if (isDeviceEnabled(“small”) && isNonSubcribedUser() && totalPcount.length > 0 && Number.isInteger(6) && totalPcount.length >= (5 + 3)) {googletag.cmd.push(function() { googletag.display(‘MWeb_AT_Middle02’); }); } });]]> 0 && isDeviceEnabled(“small”) && Number.isInteger(9) && totalPcount.length >= (8 + 3)) {var container = document.createElement(“div”); container.className = “article-ad”;container.appendChild(createElementScript(“div”, “dfp-ad articleinlinead”, “MWeb_AT_Middle03”, { minHeight: ‘280px’})); insertElementEnd(totalPcount[9 – 1], container) } ]]> 0 && Number.isInteger(9) && totalPcount.length >= (8 + 3)) {if (isDeviceEnabled(“small”)) { googletag.cmd.push(function() { googletag.defineSlot(‘/22390678/TH_MWeb_AT_Middle03’, [[300, 250], [336, 280]], ‘MWeb_AT_Middle03’).addService(googletag.pubads()); }); }}userIdentify.then(function() {if (isDeviceEnabled(“small”) && isNonSubcribedUser() && totalPcount.length > 0 && Number.isInteger(9) && totalPcount.length >= (8 + 3)) {googletag.cmd.push(function() { googletag.display(‘MWeb_AT_Middle03’); }); } });]]> 0 && isDeviceEnabled(“small”) && Number.isInteger(12) && totalPcount.length >= (11 + 3)) {var container = document.createElement(“div”); container.className = “article-ad”;container.appendChild(createElementScript(“div”, “dfp-ad articleinlinead”, “MWeb_AT_Middle04”, { minHeight: ‘280px’})); insertElementEnd(totalPcount[12 – 1], container) } ]]> 0 && Number.isInteger(12) && totalPcount.length >= (11 + 3)) {if (isDeviceEnabled(“small”)) { googletag.cmd.push(function() { googletag.defineSlot(‘/22390678/TH_MWeb_AT_Middle04’, [[300, 250], [336, 280]], ‘MWeb_AT_Middle04’).addService(googletag.pubads()); }); }}userIdentify.then(function() {if (isDeviceEnabled(“small”) && isNonSubcribedUser() && totalPcount.length > 0 && Number.isInteger(12) && totalPcount.length >= (11 + 3)) {googletag.cmd.push(function() { googletag.display(‘MWeb_AT_Middle04’); }); } });]]> 0 && isDeviceEnabled(“small”) && Number.isInteger(15) && totalPcount.length >= (14 + 3)) {var container = document.createElement(“div”); container.className = “article-ad”;container.appendChild(createElementScript(“div”, “dfp-ad articleinlinead”, “MWeb_AT_Middle05”, { minHeight: ‘280px’})); insertElementEnd(totalPcount[15 – 1], container) } ]]> 0 && Number.isInteger(15) && totalPcount.length >= (14 + 3)) {if (isDeviceEnabled(“small”)) { googletag.cmd.push(function() { googletag.defineSlot(‘/22390678/TH_MWeb_AT_Middle05’, [[300, 250], [336, 280]], ‘MWeb_AT_Middle05’).addService(googletag.pubads()); }); }}userIdentify.then(function() {if (isDeviceEnabled(“small”) && isNonSubcribedUser() && totalPcount.length > 0 && Number.isInteger(15) && totalPcount.length >= (14 + 3)) {googletag.cmd.push(function() { googletag.display(‘MWeb_AT_Middle05’); }); } });]]>
