With questions, curiosity and good taste. This is how the consumer buys fashion through the Internet, as they understand it from Daydream. It is a purchasing assistant based on artificial intelligence that aims to transform the online purchase experience, not only relevant, but fun and inspiring.

The main objective of the tool, which was officially presented in spring and has launched these days in beta phase, is to advance on online purchase, one that really remains the same for decades. Most users are forced to enter keywords in search engines or on brand websites and search between long references lists until they want what they want. And in most cases, the main results are sponsored by brands, instead of adapting to the needs of users.

Daydream, with his conversational purchasing assistant, He wants to change that and provide a new type of experience, “driven by artificial intelligence but based on human taste”The company ensures that its chatbot listens and understands, and allows you to discover asking questions and obtaining results that really reflect the style of each consumer.

Daydream has been created by Julie Bornstein, who throughout her career has worked as director of business development at Starbucks, director of Electronic Commerce at Urban Outfitters or Chief Digital Officer in Sephora.
The company’s team is made up of executives from Google, goal or farfetch, And it has an investment of 50 million dollars from Forerunner Ventures, Index Ventures, Google Ventures or True Ventures.

The tool takes advantage of artificial intelligence capabilities to propose a different way of buying. “Buying can be one of the most happy and personal experiences that exist. It’s about discovering, expressing and feeling the emotion of finding something you love. But at some point, that feeling was lost. Buy became something saturated, noisy and overwhelming”, Says Daydream on its website.

They point out that the tool is designed according to the way people really buy, that is, asking, refining and exploring. They explain that the user can buy chatting, as if talking with a fashion -expert trusted friend or with his Personal Shopper. In this way, it will not be necessary to select traditional filters, but users can type, for example, “show me dresses for a summer wedding on the Italian coast.”

For them consumers have to register on the platform and answer a series of questions to access the Personalized Purchase Experience attending to style, size, favorite brands and budget. Daydream has established associations with 8,000 brands, Like Ganni, Bottega Veneta. or uniqlo, in such a way that it can offer references of a wide catalog.

One of Daydream’s main added values ​​is that it has been specifically developed for the purchase of fashion, and therefore, it is more specific than other general agents. Thus, it is able to identify objective and subjective attributes of the garments thanks to the training models, interpretation of images and The details of the categories of products with thorough descriptions.

The result is an AI agent who resembles a human stylist. Those responsible for Daydream, as stated in Fast CompanyThey assure that you will understand the nuances of customer’s questions, so that two people could ask the same question and obtain different results.

The tool also allows you to upload the image of a dress and find similar options, and if users like an article but want to modify some aspects, such as colors or style, they can touch the “Say More” button visible in any of the items to edit the search.

Currently, Daydream does not have an integrated payment process, so, by clicking on an item, the user is redirected to the brand’s website to complete the purchase. In this sense, the Business Model The Startup is based, as TechCrunch collects, on a percentage of each sale.

Like many other artificial intelligence models, Daydream is designed to Keep learning As more users interact with him, both understanding general trends and adapting products to the purchase habits of each person.

Julie Bornstein points out that this is precisely the basis of a technological revolution in fashion. Imagine, in the future, even more exciting possibilities for technology, Specifically, an agent who knows each garment of the consumer closet and can suggest new garments that combine with the ones you already have.