Overview
- Disney began a limited pilot of the AI Personal Shopping Assistant for select signed-in users of the Disney Store iOS app on June 23, 2026, with broader iOS access planned later.
- The assistant accepts natural, conversational queries to surface product recommendations, show prices and availability, and add items directly to a shopper’s bag.
- Disney says the feature was developed inside its own systems and that no guest data were used to train the model.
- The app includes user controls and safeguards such as thumbs up/down feedback, an AI disclaimer, a chat-clear option, and phone-based human customer service as a fallback.
- Disney positions the pilot as part of a wider testing program for AI across guest experiences and plans to expand the assistant to Android, DisneyStore.com, and international markets after refinement.