I understand how time consuming and exhausting it may be to scroll by limitless home windows trying to find the correct outfit on the proper value. All these tabs open on the laptop computer — whether or not I’m on Instagram, Amazon, Net-a-Porter or Ensemble’s web site. This is compounded by the truth that what I click on on fuels algorithms, which throw up options that I’ll not need. And I say this as somebody who enjoys on-line shopping!
Now, think about the flexibility to have a vogue advisor at your fingertips everytime you want outfit concepts. With developments in AI, that appears set to occur. “Daydream, in essence, is ChatGPT for shopping,” says Julie Bornstein, one of the co-founders of a brand new e-commerce search engine that makes use of expertise to attach consumers to the merchandise they need. “Our goal is to build a personal stylist for everyone.” Bornstein, who debuted a beta model of the platform on the BoF VOICES convention in Oxfordshire final November, hopes to launch this spring within the U.S., and roll out to the remainder 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 firm has raised $50 million in seed funding from main enterprise companies, and it has already signed on luxurious manufacturers from Gucci to Jimmy Choo, to retailers akin to H&M to Net a Porter, to cult athleisure labels, together with 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 thought, of course, just isn’t distinctive. Amazon, Google, Meta and TikTok are utilizing AI-enabled expertise for shopping search and discovery. And in keeping with an article in TechCrunch, a number of startups try comparable approaches, from True Fit, which tries to search out the correct measurement for customers, to e-commerce websites akin to Deft and Cherry that use textual content and photos to search out shoppable items.
Daydream plans to distinguish itself by being extraordinarily personalised, utilizing images and textual content to create a superior buyer expertise. It is constructing a generative AI agent with pure language search capabilities to assist clients uncover items. So, a person can go to the location, kind in what they’re searching for — ‘a burgundy dress with an asymmetrical silhouette suitable for an evening event’ — and the search engine will generate branded choices.
Largest database
Bornstein isn’t any stranger to AI-powered retail. The entrepreneur, who began 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 additionally has a powerful report of utilizing e-commerce to develop billion greenback companies, as she did with Stitch Fix, a web based private styling service — the place she discovered how algorithms may give real-time product suggestions.
Daydream hopes to leverage its first mover benefit. They are utilizing OpenAI and dealing with a set of stylists who’re serving to to coach and work with present traits. “There are no direct competitors doing exactly what Daydream does, leveraging AI with deep domain level fashion knowledge models,” Bornstein says.
Once consumers discover one thing they want to purchase utilizing the ‘chat to shop’ search functionality, they’re directed to the precise product on the model’s or retailer’s web site; Daydream doesn’t plan to fulfil orders itself. The firm additionally goals to supply options the place customers can share their alternatives with mates for suggestions.
The Daydream founding staff has deep experience in growing AI enabled expertise married to e-commerce. Her co-founders embrace executives from Google, Microsoft, Amazon, Nordstrom and Farfetch.
Is it for India, although?
In India, the place 39% of Gen Z go for on-line luxurious shopping (in keeping with a BCG report), apps like Daydream may develop into related. But, there are doubts too. Fashion journalist and writer Sujata Assomull says the problem for such an all-encompassing platform is how complete it really can 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 vogue luxurious phase, instruments akin to Daydream might also have an uphill activity. As designer Karan Torani, who retains a detailed eye on AI vogue, and not too long ago used AI instruments in his marketing campaign, notes, it might solely work until a sure value level. “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 author is a Mumbai-based journalist and writer.
Published – March 07, 2025 02:03 pm IST
