Disney Store is testing an AI Personal Shopping Assistant inside its iOS app. Disney announced the pilot on June 23, 2026, and it is live right now for a small group of select guests, with a wider rollout coming for everyone who has a registered Disney Store account.
The tool lives inside the Disney Store iOS app and is built to help with product discovery. Instead of scrolling endless merch listings, you ask it what you want in plain language and it points you toward products, gives recommendations, and tells you what is actually in stock.
What does the AI shopping assistant actually do?
It responds to natural, conversational language, so you can type the way you would ask a store employee. Disney says it is tuned to the company’s brand voice, character knowledge, and the full breadth of Disney Store products, so the answers should feel specific to Disney rather than generic. Disney frames the use cases as finding a gift, putting together a Disney Parks day outfit, or just browsing for something new.
If you would rather talk to a person, that option stays. Disney notes human representatives are still available by phone.
Who can use it, and when?
The assistant is available to select guests now and is “coming soon” for all Disney Store iOS app users with registered Disney Store accounts. Disney has not given a specific full-rollout date.
Android users and anyone shopping through a web browser are not included yet. Disney says news for those users is coming “in the upcoming months” but did not commit to a timeline. The assistant joins existing app features like one-click checkout, push notifications for new products and sales, and real-time order tracking.
This is a narrow product announcement about the Disney Store app, not a parks or merch drop. Disney has not shared whether the assistant will eventually expand beyond the app, and no pricing or subscription detail was mentioned in the announcement. For more on recent Disney Store releases, see the related Disney product coverage below.
What to know
If you shop Disney Store on an iPhone, watch for the assistant to appear in your app once you have a registered account. If you are on Android or desktop, there is nothing to do yet. Disney says updates for those platforms are still months out.
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Source: Disney Parks Blog
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