Julie Bornstein's Daydream Launches AI Fashion Chatbot

Daydream Launches AI-Powered Shopping Chatbot Focused on Fashion

Approximately one year following a substantial $50 million seed funding round, Daydream, a startup led by e-commerce expert Julie Bornstein, is now making its AI-powered chatbot for shopping available. The initial focus is on the fashion industry.

Public Beta Release and User Onboarding

Following a period of testing with a limited group of users, the chatbot is being released to the general public in a beta phase on Wednesday. New users will be prompted to provide information such as their name, date of birth, typical shopping budget, and preferred brands.

Users can interact with the chatbot using natural language queries, for example, “I need a dress for a summer wedding in Paris.” Alternatively, they can upload an image and supplement it with textual descriptions to refine their search for a specific clothing item.

Search and Item Management Features

Any item of interest can be saved to a user-created collection. The search can be further refined through direct input within the chatbot interface. If a user desires modifications to an item – such as a different color or style – the “Say More” button allows for adjustments to the search parameters.

The application leverages user-provided data from the initial onboarding process and ongoing feedback to curate personalized suggestions. This information is used to create a “style passport” for each user, driving relevant item recommendations. Daily inspiration for clothing and accessories aligned with individual tastes is also presented within the web application.

Monetization and Brand Partnerships

Currently, Daydream does not facilitate direct purchases within the platform. When a user selects an item, they are redirected to the corresponding merchant’s website to complete the transaction. The startup generates revenue by receiving a commission on each sale. At launch, the platform features over 8,000 brands, with new merchants being onboarded at no cost.

Julie Bornstein, bringing extensive experience from executive roles at companies including Nordstrom, Urban Outfitters, Sephora, and Stitch Fix, explained that the past year was dedicated to developing the technology necessary to consolidate a diverse catalog of brands and enhance search functionality with AI.

The Evolution of Fashion Search

Bornstein noted that search functionality has historically been underdeveloped within e-commerce. Consumers have often been limited in their search approaches, typically using narrow keywords like “a red dress.”

The emergence of Chat GPT has altered consumer expectations, demonstrating the potential of prompt-based interactions. Daydream aims to empower users to articulate their needs and preferences in a more natural and comprehensive manner, whether describing an occasion, a specific requirement, or a desired item.

Understanding Product Nuances with AI

Maria Belousova, the company’s CTO, highlighted the significant effort invested in understanding the intricate details of each item within the catalog. Traditional search methods rely on keyword matching, which proves inadequate in addressing the complex queries posed by modern shoppers.

“We are focused on deciphering stylistic attributes – such as embellishments and silhouette – and even social contexts, like identifying whether a dress is suitable for a bride or a wedding guest,” Belousova stated. “Furthermore, we utilize image recognition technology to fulfill detailed requests where customers provide precise descriptions of the product they envision.”

Future Development and Competitive Landscape

Over the coming year, Daydream intends to incorporate more explicit user feedback options, such as the ability to exclude specific items (e.g., “Do not show me heels higher than four inches”). The company also plans to explore a feature that suggests complementary items based on existing wardrobe pieces.

Social sharing capabilities are also under consideration, allowing users to solicit feedback on saved items from friends and family. Additionally, Daydream is investigating the possibility of enabling users to adapt another user’s collection to their own preferences using AI.

While Daydream specializes in fashion and leverages the experience of its team, other startups like Deft and Cherry are also developing multimodal search solutions for shopping. Major technology companies, including Amazon and Google, are concurrently focusing on AI-driven search features that span multiple retail websites.