- Disney Store is beta testing a new AI Personal Shopping Assistant
- The conversational tool can recommend products, gifts, and other items
- I tried it early, and it’s very knowledgeable about Disney’s universes
If you’ve used the Disney Store app recently, you’ll know it’s been getting a steady stream of updates over the past few months — from push notifications for limited-edition drops to a faster, easier-to-navigate interface.
Now Disney Store is taking another step forward with a feature designed to make finding the right product feel a little more intuitive — and we have an exclusive first look. It’s dubbed the Disney Store AI Personal Shopping Assistant, and it’s a conversational AI shopping tool built directly into the app. It lets users describe what they’re looking for in natural language rather than relying on traditional keyword search, though the standard search experience will remain in the app.
The shopping assistant is currently live as a beta test for a select portion of signed-in users on the Disney Store iOS app in the United States. Disney says it will continue to learn from usage and refine the experience over time, with expansion to Android, DisneyStore.com, and international markets planned for a later date.
To see how well it works, I first asked it for gift ideas for a niece who loves Jessie from Toy Story, along with some fun toys to go alongside a classic doll. After a short pause, it returned a curated set of suggestions tailored to that character, each with brief explanations for why they fit the prompt. Instead of standard search results, it felt more like a tailored recommendation flow.
On the surface, the assistant doesn’t feel like a separate feature bolted onto the app. Instead, it’s built directly into the existing search experience. A new magnifying glass icon with a subtle sparkle now sits in the top-left corner of the home screen, taking you into search, where Disney…
