Disney Store gets personal as company takes wraps off new AI powered shopping assistant
Disney Store has launched an AI Personal Shopping Assistant, with a pilot rolling out to select shoppers inside its iOS app. The solution is coming soon to all iOS app users with registered Disney Store accounts, with Android and browser support expected at a later date.
The move is pitched as a way to make shopping "easier and more magical," with AI being tapped to enhance product discovery and deliver a personal experience.
The assistant responds to natural, conversational language and mirrors Disney's brand voice, character knowledge, and full product range. Shoppers can ask for picks by character, age, occasion, or budget and get instant recommendations with availability, plus one click shopping, sale alerts, and real-time order tracking.
The move is part of CEO Josh D'Amaro's push to deploy AI across Disney's business.
Selfridges
Disney Store has announced the opening of two new retail destinations inside Selfridges Birmingham and Selfridges Manchester Trafford stores.
Planned to launch in mid-July, the new concession spaces build on a Disney Store presence within Selfridges London and the flagship Disney Store on Oxford Street. Both locations will feature a curated selection of apparel, accessories, stationery, limited plush, collectibles and roleplay inspired collections. They will also include fitting rooms.
Patrick Segar, Global General Manager of The Disney Store and VP, Retail Marketing of Disney Store, says: “We are excited to continue expanding our physical retail presence in the UK through our collaboration with Selfridges. These new locations allow us to bring Disney Store closer to even more fans and families across the country, creating new opportunities for guests to connect with some of the stories, characters and products they love.”
“Disney Store is more than just a place to shop - it is a destination where fans can celebrate their love for Disney and immerse themselves in the wonder of storytelling through curated products, immersive retail environments and memorable experiences.”
Further details surrounding official opening dates, launch activity and guest experiences will be announced in the near future.
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
