Ever spent hours (or even days) sifting through multiple tabs to find the perfect sundress or work bag? That could be a thing of the past, thanks to AI.

Daydream, launching Wednesday after months of buzz (and $50 million in seed funding), wants to streamline the online shopping experience. E-commerce veteran Julie Bornstein, who sold her first online shopping platform The Yes to Pinterest in 2022, co-founded the company alongside Lisa Green, Dan Cary and Richard Kim. It’s a chat-based AI shopping agent exclusively tailored for discovering personalized fashion picks.

“Imagine you could just go to one single place and be like, ‘show me all of the summer dresses for a New York day,’ and you’re going to see your brands, your price points, all the stuff you already want to shop so that it just saves you a lot of the headache and a lot of the time there,” Green, who serves as Daydream’s chief brands officer, tells Fashionista.

Daydream’s beta — which is free for all users — debuts with a few core features: “Say More” is a tool to further refine your product results by slightly adjusting the search for a different price or a brighter color, for example; while automatically organized collections save users’ discoveries. To begin, users receive a “Style Passport” that functions as an evolving profile documenting their preferences for sizing, styles, brands, price points and more. As users continue to interact with Daydream, the AI-powered platform learns and adapts to their individual style.

When ChatGPT launched, Bornstein and Green experimented with the platform to see what would happen if they asked for workplace outfit recommendations, and received outdated, generic options. Seeking to create an immersive shopping experience for fellow fashion lovers, they melded generative AI, a chat-based approach and a “sense of real fashion intelligence” to create Daydream.

Daydream users can type in prompts like “maxi skirt to wear on a hot summer day in New York City” or upload a specific image to receive personalized options. Not interested in bright florals? Type it into the search bar and Daydream will instantly adapt its selects. After finding the right fit, users are sent directly to the brand or retailer’s website to complete their purchase, with Daydream receiving a commission.

The platform is also collaborating with model Karlie Kloss (an investor in Daydream) and stylists like Heidi Bivens, Sara Walker and Coco Schiffer to curate collections for users to directly shop from.

At launch, Daydream boasts more than 200 retail and brand partners, spanning nearly 2 million products across over 8,000 global brands, including Chloé, Acne Studios, Madewell, J.Crew, Levi’s, Net-A-Porter, Alo Yoga, LoveShackFancy, Markarian, Khaite, Emilia Wickstead, Casablanca, Mytheresa, Nike, Cult Mia, Mejuri, Uniqlo and Dôen. In addition to partnering with some of the fashion industry’s top players, Daydream also aims to highlight up-and-coming designers.

“One of the downfalls of the industry is that there’s all these incredible designers who get buried in all these other places, and we want to be a place where we can really help surface and elevate them,” Green notes. 

Last year, Daydream raised $50 million in seed funding from investors such as Forerunner Ventures, Index Ventures, True Ventures and Google Ventures. Looking ahead, Daydream is working to add try-on and social sharing features, as well as a consolidated product page for users to compare prices between retailers.

“[Daydream] feels like a place where you want to shop for fashion,” Green summarizes. “It’s a combination of the immersiveness and the feeling of the actual site, where you really feel like you’re somewhere that is elevated in terms of style, and then also the fact that the results are fashion-forward.”

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