Retail technology innovation of the week: Disney Store tests out AI powered personal shopping assistant

Retail Technology Innovation of the Week is a series brought to you by RTIH, highlighting stand out deployments, launches, and initiatives by retailers and tech suppliers.

Every week, we showcase forward thinking tech plays that have impressed our Editor and the Retail Technology Innovations Report judging panel, building up to the publication of the 2026 report later this year.

And this week we’re focusing on Disney Store which 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.

And honourable mentions this week to...

Asda

Asda has announced a partnership with Amazon Ads. This will see the UK grocery giant become the first retailer outside of the US to introduce Amazon Retail Ad Service to its online stores.

Rolling out in phases from Q4 this year, the partnership will use the solution to deliver more relevant ads based on real shopping behaviour and intent. In practical terms, customers who know what they’re looking for will find it faster, while those who don’t will be guided to relevant products in one place, with less effort.

Rachel Eyre, Asda’s Chief Customer and Digital Officer, says: “We serve millions of customers each week and this partnership is about using technology to improve the online shopping experience by helping them to quickly find what they need. At the same time, it creates a stronger retail media proposition, giving our current and future brand partners a more effective way to reach customers, using deeper insight to deliver impactful and measurable campaigns. This builds on the partnership with Ocado we announced recently and is another clear step forward in how we’re using technology to improve the Asda shopping experience.”

“Amazon’s Retail Ad Service gives UK advertisers the signals, measurement and scale they need, in a way that is seamless and familiar from day one. This partnership is a significant step in making Asda the most effective and frictionless place for brands to reach British shoppers.”

For advertisers, the partnership promises clearer insights and better measurement, alongside a simpler way to plan and execute campaigns through familiar Amazon Ads tools and consistent cross-platform reporting. It also enables brands to scale activity across Asda’s platforms and Amazon Ads inventory.

Walmart

Walmart is laying claim to one of its biggest Walmart Live experiences to date, an initiative that also saw the use for the first time in this space of Sparky, the retailer’s AI assistant.

Walmart Live is a feature on the US retail giant’s website and app, enabling consumers to watch livestreamed shopping events hosted by influencers and celebrities.

Sparky, meanwhile, helps customers find their favourite items, synthesise reviews and make informed purchases. For example, you can ask it to help you find the best laptop for an art student or the best birthday gift for a two-year-old.

In a LinkedIn post, Justin Breton, Head of Partnerships, Content & Emerging Experiences at Walmart, said: “From a TV commercial to a live, shoppable dance cardio workout! Today (Monday, 22nd June), we launched one of our most ambitious Walmart Live experiences yet for Summer Deals, bringing the world of Alwayz, the campaign jingle, and our hottest deals to life alongside fitness expert and dancer Ally Love.” 

He added: “We paired products with custom choreography, original beats, and even introduced Sparky, Walmart's AI shopping assistant, into a live experience for the first time. The future of marketing isn't just about getting attention. It's about creating experiences people can participate in.”