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Shopify’s June 24, 2024 Summer ’24 update expanded access to Sidekick and brought AI image editing into more Shopify workflows, including the Online Store Editor, Email Editor, and mobile app. It was an expansion of tools Shopify had already introduced—not a launch that made every AI feature available to every merchant.
For merchants weighing the practical value, the key distinction is that Shopify Magic is a collection of AI features embedded in existing workflows, while Sidekick is a conversational assistant that can use Shopify store context. Many features are offered without a separate AI charge, but eligibility and capabilities vary by feature, plan, and interface.
What Shopify announced in June 2024
Shopify’s Summer ’24 Edition, announced June 24, 2024, included more than 150 platform updates by Shopify’s count. Its AI changes expanded existing products and workflows: image editing became available in more places, Sidekick access widened to thousands of stores while still in early access, and other Magic features supported tasks such as product categorization and suggested customer-service replies. Shopify’s Summer ’24 announcement framed these changes as part of a broader platform update.
The expansion followed earlier introductions: Shopify announced Sidekick in its Summer ’23 Edition, and introduced AI image editing in the Winter ’24 Edition before a gradual rollout in March 2024. The June update therefore signaled wider reach and integration, not a guarantee of universal access. Shopify’s Summer ’23 Edition, Winter ’24 Edition, and the Media Editor changelog describe that sequence.
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Shopify said merchants had saved more than 1 million AI-generated images to their storefronts during the first six months after the image feature’s rollout. That is a Shopify-reported usage figure; it does not establish that the images increased sales, conversion rates, or profits.
Shopify Magic and Sidekick are different things
| Tool | What it is | Typical use |
|---|---|---|
| Shopify Magic | A suite of AI features embedded in Shopify tools and workflows. | Drafting or revising product descriptions, marketing copy, replies, theme content, and images; suggesting product categories and attributes. |
| Sidekick | A conversational commerce assistant that can use context from the merchant’s Shopify store. | Asking about store data or Shopify features, generating content, and getting help with tasks such as segments or discounts. |
| Media generation | Image creation and editing capabilities within Shopify workflows. | Changing an existing image’s background or creating promotional visuals and other imagery. |
Shopify Magic is not one chatbot: its features appear in different editors and admin workflows. Sidekick is the natural-language assistant. Its store context can make it more useful for Shopify-specific questions than a general image or writing tool, but it is not an unrestricted operator or a substitute for reviewing business decisions. Shopify’s Shopify Magic overview describes the feature suite.
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What the image tools can do—and where to find them
Depending on the workflow, Shopify’s image tools can replace a product-photo background with a solid color or generated scene, adjust visual elements such as lighting, extend an image’s background, and create marketing imagery such as hero banners or blog illustrations. Some generation workflows allow reference images and follow-up prompts to refine a result. Editing an existing product photo and generating a new promotional image are related uses, but they are not the same task: the former should preserve the product accurately; the latter may be illustrative.
In 2024, Shopify said image editing was expanding beyond product-image workflows to places such as the Online Store Editor and Email Editor, and announced availability in the Shopify mobile app. Current controls and placement can change, so use the relevant media or file editor in your admin and check the current Help Center instructions rather than assuming the same menu appears in every interface.
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- Open the relevant image or file editor, media editor, file picker, or Sidekick interface in Shopify Admin. The precise entry point depends on the task and interface.
- Select an existing image to edit, or start an image-generation request using the available AI control.
- Describe the intended background, setting, lighting, or other change in plain language. Where supported, provide reference images and refine the result with a follow-up instruction.
- Inspect the preview against the original and check product details, edges, color, proportions, and any text or brand marks.
- Select Save to store if the image should be added to the Shopify media library. A preview alone is not saved there.
- Download the image separately if you also need a local copy.
Shopify’s file-editor media-generation guide documents image-editing capabilities and output constraints. Its Sidekick content-generation guide covers generated content, reference uploads, and saving behavior.
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Resolution and reference-image limits
- Shopify documents a default generated resolution of 1 megapixel, based on the image’s aspect ratio. Images above that size may be scaled down, and smaller images may be scaled up; modified images are saved in their original format.
- For reference uploads in the documented Sidekick workflow, Shopify permits up to three files, each under 5 MB, in JPEG, PNG, or WebP format.
- Shopify warns that AI output can be unexpected or poor quality. A 1-megapixel output may be suitable for some web uses but may not meet requirements for print, large-format advertising, or detailed zoom views.
What Sidekick can help with—and what it cannot do alone
Sidekick is designed to answer questions about Shopify and help merchants work with store information and admin tasks. Shopify documents uses that include interpreting analytics, creating customer segments, making discount options, generating content or images, and working with selected third-party apps. A merchant might ask it to summarize product performance, draft a seasonal banner, or propose a customer segment. Treat these as requests for assistance, not as a promise that every task is supported in every account.
Sidekick presents proposed changes for review and requires merchant approval before changes are made, according to Shopify’s getting-started guidance. It does not independently act as a customer-support agent that converses with shoppers, and it cannot access private data belonging to other Shopify merchants. Its feature set also differs across desktop admin, mobile, the Shopify app, and the Online Store Editor. For example, Shopify’s app-generation documentation limits that capability to Grow, Advanced, and Plus plans and desktop web admin, not mobile or tablet.
Availability and extra cost depend on the feature
“Available to more users” referred to an expansion, not universal access. In the 2024 announcement, Sidekick remained in early access, with access expanding to thousands of stores rather than every store. Secondary coverage at the time reported an initial English-language, North American rollout; that describes an early rollout condition, not a reliable statement of current eligibility. Check your own Shopify admin and the current Help Center for what is enabled in your region, language, plan, and interface.
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| Feature or claim | What the available documentation establishes | Practical qualification |
|---|---|---|
| Shopify Magic generally | Shopify says Magic features are generally available without a separate charge regardless of subscription plan. | Feature availability varies; this is not a promise that every feature is enabled for every merchant. |
| Media generation in the file editor | The page lists Basic, Grow, Advanced, and Plus in its plan requirements, and also says the feature is temporarily available on all plans at no additional cost. | Those statements reflect different eligibility and temporary-access language. Verify present access in the admin rather than reading “all plans” as permanent entitlement. |
| Sidekick in Summer ’24 | Shopify described early access expanding to thousands of stores. | No exact store count or universal availability was stated. |
| Sidekick app generation | Shopify documents it for Grow, Advanced, and Plus plans on desktop web admin. | It is not documented as available on mobile or tablet. |
Shopify’s current Magic overview and media-generation page should be consulted together: the former describes broad no-separate-charge availability, while the latter gives feature-specific plan and temporary-access details. This avoids the inaccurate shorthand that all Shopify AI is free for everyone.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How to judge the output before using it in a store
Protect product accuracy
Generative edits can subtly change a product’s edges, color, texture, packaging, dimensions, or configuration. Compare the result with the original image. Do not use an AI-generated scene as the only representation of a product when shoppers rely on the image to assess what they will receive. A polished lifestyle image can still imply a scale, feature, or use that the actual item does not have.
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Review copy and operational suggestions
Check generated product facts, SEO claims, customer replies, translations, discount terms, and analytics interpretations before using them. A merchant remains responsible for the accuracy and consequences of published information or approved changes; conversational fluency is not proof that a recommendation is correct.
Use material you have rights to use
Shopify says it prioritizes originality and respects creators’ rights, and does not support or endorse uploading images from the web or infringing copyright. Use original photos or properly licensed references. Review generated output for trademark, copyright, privacy, and advertising concerns, including whether a prompt or result misleadingly imitates a protected brand, character, logo, or living artist. Keep the original product image so the final asset can be checked against it.
When Shopify’s native AI is a sensible fit
Shopify’s strongest advantage is workflow convenience and commerce context: a merchant can draft, edit, or ask for help in the system already used to run the store. That can be useful for first-pass background edits, copy drafts, basic merchandising assistance, or Shopify-specific questions without adding a separate AI subscription for many features.
It is a weaker fit when the job calls for high-end art direction, advanced compositing, tightly consistent visual identity, substantial image-control options, high-resolution production output, vendor-neutral automation, or unsupervised multi-step execution. In those cases, compare tools based on workflow integration, rights and licensing, image consistency, export resolution, editing depth, automation, privacy, approval controls, and whether the tool remains useful if the business changes ecommerce platforms. No tool is best for every task, and Shopify’s reported million-image usage figure is not evidence of commercial return.
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