Fashion e-commerce platform Myntra has expanded its AI capabilities across customer experience, seller enablement and operational efficiency, enabling faster seller onboarding.
Myntra has also strengthened its catalogue generation infrastructure, reducing turnaround time from one day to four hours. The platform now generates 400-600 dynamic product videos daily. In its supply chain operations, AI has shortened the time required for complex network simulations from two days to one hour.
To improve the online shopping experience, Myntra has introduced an AI-powered ‘Size and Fit Intelligence’ layer, which currently covers around 85% of its eligible apparel catalogue. The company added that 90% of its monthly active users now experience personalised search recommendations on the platform.
“Technology has always been at the core of every journey on Myntra. Our focus remains on strengthening capabilities that give brand partners clear pathways to scale while continuing to make the shopping experience more relevant and confident for customers,” said Sharon Pais, Head of Myntra.
“For us, AI is not just a layer we have added on top, it sits at the heart of how Myntra operates, from the moment a customer opens the app to how our teams continue to innovate,” Pais added.
The company has also deployed several proprietary AI tools to improve internal and partner-facing operations. These include Saarthi, which automates structured partner communication, manages high-volume operational queries and routes complex cases to human specialists; BIRA (Business Intelligence Retrieval Agent), which enables employees to run complex data queries using natural language; and Meera, a conversational support assistant that resolves more than 30% of routine customer queries.
Myntra said all of its AI deployments continue to operate with human oversight, privacy safeguards and built-in governance despite the increasing level of automation.
