Myntra has announced the next phase of its AI-led technology expansion, integrating artificial intelligence across customer discovery, seller onboarding, catalogue infrastructure and product development to enhance customer experience, improve seller efficiency and streamline operations.
The company said its AI deployment is focused on three areas: customer experience, seller enablement and operational efficiency. AI is being used to personalise shopping journeys, simplify seller onboarding, automate catalogue creation and accelerate product development across the platform.
Myntra has reduced seller onboarding time from 10-15 days to under two days, while catalogue generation turnaround has been cut from one day to four hours. Supply chain simulations that previously required two days can now be completed in one hour, while AI-led engineering tools have contributed to a 40 per cent increase in feature rollout velocity.
Commenting on the development, Sharon Pais, Head of Myntra, said, “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. This consistent approach compounds across thousands of brands and directly shapes how customers discover on the platform. 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.”
To strengthen customer experience, Myntra is expanding AI-powered fashion discovery beyond product search through its Contextual Styling Suite, which provides real-time styling suggestions and complete outfit recommendations. The platform has also enhanced its AI-powered Size and Fit Intelligence layer, offering size recommendations, explainability and garment visualisation across different body types. The size recommendation feature currently covers around 85 per cent of the eligible apparel portfolio, with responses delivered in under two seconds.
The company also said that 90 per cent of its monthly active users now experience personalised search on the platform. AI is further being used to process creator-generated content by validating catalogue alignment and routing complex reviews to specialist teams.
For sellers, Myntra’s AI-powered Seller Growth Hub enables registration within minutes and reduces overall onboarding time to approximately one to two days. The platform also provides operational guidance, performance insights and growth tools for sellers. Its AI-powered voice intelligence platform, Saarthi, automates routine partner communications and routes complex issues to human support teams.
On the operational front, Myntra’s catalogue infrastructure now generates 400 to 600 dynamic product videos daily while mapping up to 40 structural attributes for each product to improve search visibility. Its Business Intelligence Retrieval Agent, BIRA, enables employees to run complex data queries using natural language, significantly reducing analytical turnaround times.
The company added that Meera, its conversational customer support platform, now resolves more than 30 per cent of standard customer queries, allowing human support teams to focus on more complex cases. Myntra said all AI deployments continue to operate with human oversight, privacy safeguards and governance mechanisms embedded across relevant workflows.
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