Myntra scales AI across commerce, engineering and seller ecosystem

Fashion e-commerce platform Myntra is deepening the use of artificial intelligence (AI) across its consumer app, seller ecosystem and engineering operations, as the Walmart-owned company looks to improve shopping personalisation, accelerate seller onboarding and speed up product development amid intensifying competition in India's online retail market.

The company said AI is now embedded across customer discovery, cataloguing, supply chain operations and software development, enabling faster execution across multiple business functions rather than being limited to customer-facing features.

Among the biggest operational gains, Myntra said AI has reduced seller onboarding timelines from 10-15 days to about one to two days, while catalog generation time has fallen from one day to four hours. Supply chain simulations that previously required two days can now be completed within an hour, the company said.

On the consumer side, the company said around 90% of its monthly active users now receive personalised search experiences driven by AI models. Its AI-powered size recommendation engine currently covers approximately 85% of eligible apparel products and provides size recommendations within two seconds.

Myntra is also expanding its AI-led contextual styling capabilities that recommend complete looks rather than individual products, alongside AI-generated creator content designed to improve fashion discovery.

Internally, the company said AI has increased engineering feature rollout velocity by about 40%, with automation supporting software development, testing and diagnostics while retaining human oversight for deployments. It has also introduced an internal analytics assistant that allows employees to query business data using natural language instead of writing SQL code.

Myntra's conversational AI support platform, Meera, now resolves more than 30% of routine customer service queries, enabling human agents to focus on more complex issues, the company added.

The retailer has also built AI-powered tools for brands and sellers, including the Seller Growth Hub for onboarding and operational guidance, and Saarthi, a voice intelligence platform that automates partner communication and high-volume operational queries.

According to the company, its cataloguing infrastructure now generates between 400 and 600 AI-assisted product videos every day, helping brands and sellers publish listings faster while maintaining quality checks through automated and human review processes.

Sharon Pais, head of Myntra, said AI has become central to how the platform operates, spanning customer experience, seller enablement and internal engineering, rather than being deployed as a standalone technology layer.

The announcement comes as India's leading e-commerce companies increasingly compete on AI-driven shopping experiences, conversational commerce and operational efficiency, with investments shifting from generative AI pilots towards enterprise-wide deployment across customer engagement, logistics and software engineering.