Daydream activates Siri and Photos to shop for outfits in iOS 27

Key Takeaways

1Daydream launches two features on iOS 27: purchases from photos and voice search via Siri

2The app claims over 1.5 million users and a catalog of 3 million products

3The new capabilities are presented as a step towards a dedicated fashion shopping assistant

Why it matters : Daydream is leveraging AI and iOS integration to differentiate itself from general visual searches and strengthen its position in fashion shopping.

Daydream strengthens its bet on AI-driven fashion shopping and already claims a large audience. Two features, powered by the new iOS 27 and Siri, transform saved images and natural queries into purchasable results. The company presents these additions as a step towards a more ambitious shopping agent.

Daydream claims 1.5 million users and aims for a shopping agent

Launched last year, Daydream claims over 1.5 million consumers exploring products from more than 325 retailers and 10,000 brands. The company presents its new capabilities as a step towards building a shopping agent. Julie Bornstein, co-founder and CEO, describes the goal of an assistant that understands each person's style and operates across every surface of daily life. She announces plans to deepen on-device intelligence and intervene more during moments when shopping desires emerge. These developments align with its bet on AI-powered fashion shopping, with offerings including Anthropologie, Dolce & Gabbana, Uniqlo, J.Crew, Reformation, Gucci, and Nordstrom. Daydream's catalog features approximately 3 million products.

Photos from the camera roll become purchasable results

The first option utilizes Apple's image recognition features to transform photos in the Photos app into gateways for shopping. Daydream reviews the outfit, identifies the various components, and automatically suggests purchasable alternatives as well as similar styles from a catalog of around 3 million references. A simple screenshot from Instagram or Pinterest can serve as a starting point for the search. The app breaks down the image into elements like a sweater, pants, shoes, or accessories, and associates them with available items. If the exact piece is still for sale, the image can be linked to the relevant retailer; otherwise, close alternatives are suggested. According to Julie Bornstein, it is also possible to request variations, such as obtaining a model seen in a different color.

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Siri provides natural language search without opening the app

A second feature adds natural language search powered by Siri. Users can voice or text their requests directly through Siri, without launching Daydream. The app then returns personalized results, for example, to find a blazer suitable for a board meeting. The experience becomes more relevant if the Style Passport has been set up, with information on sizes, favorite brands, personal style, and budget.

iOS 27 is required, and Daydream criticizes generic visual searches

These new features rely on the development tools of iOS 27, officially rolled out today. Their use requires an iPhone running iOS 27, with Siri enabled, and the Daydream app installed. The app is free to download on iOS. Daydream positions itself against AI-driven shopping initiatives led by major names like Google and Amazon, as well as smaller players like Onton and Alta. Julie Bornstein believes that the new functions offer an advantage that many competing tools do not reach, arguing that most visual searches lack fashion expertise, return imprecise results from less credible brands, or point to non-purchasable images. In this context, Daydream launches two capabilities that convert both saved photos and Siri queries into ready-to-buy searches.