As anyone who’s scoured the internet for a bridesmaid dress knows, online shopping can be a pain. Among almost unlimited options, it can be a difficult task to find just the right style, color, size and price point.

A tech startup called Daydream is now looking to fix that by letting users search for a product online in the same way they’d describe it to a friend.

A user could say they’re looking for a “revenge dress to wear to a party in Sicily in July,” for example, or “a summer bag to carry to work and to cocktails after.”

Daydream, which has staff in the New York and San Francisco areas, is just the latest tech company using artificial intelligence to try to make online shopping simpler and more personalized. The demand is already there — a survey of 5,000 American consumers published by Adobe Analytics showed that 39% of respondents had used a generative AI tool for online shopping last year and that 53% planned to do so this year.

It’s competing with tech giants that have already launched AI tools for online shopping. Meta is using AI to make it easier for sellers to list items for sale on its apps, and to show users ads for products they’re more likely to buy. OpenAI launched an AI agent that can shop for users across the web, and Amazon is testing a similar feature. And Google has rolled out a range of AI shopping tools, including automated price tracking, a “circle to search” feature that lets users search for a product in a photo or on social media, and virtual try-on for clothes.