How Did GenAI Transform E-Commerce This Diwali?

As Diwali festivities came to an end, ecommerce giants like Amazon, Flipkart, Myntra, and Nykaa fully embraced GenAI (Generative AI) to supercharge their operations. With total sales reaching an impressive ₹1 lakh crore, here’s a look at the innovative AI tools that drove this shift.

Flipkart: AI’s Role in Precision and Prevention

Next-Gen Supply Chain and Fraud Detection:

Flipkart developed its own SLMs (specialized language models), which were applied across supply chain management, fraud detection, advertising, and search improvements.

"Flippi," The Conversational Guide:

Flipkart’s virtual assistant, "Flippi," helped users navigate complex shopping journeys through a conversational interface.

Multilingual AI for Seamless Searches:

Flipkart’s multilingual AI technology translated regional queries, such as converting “bacho ke liye dress” into “dress for kids,” simplifying searches for a diverse customer base.

Seller Support with AI-Generated Images:

AI streamlined the seller experience by generating stock images and improving cataloging.

Enhanced Fraud Prevention on High-Value Returns:

AI-powered checks protected high-value returns like smartphones from misuse, tightening return policies.

Myntra: AI-Enhanced Shopping Experience "MyFashionGPT" and "Maya":

Myntra’s chatbot, "MyFashionGPT," enabled users to navigate the platform with prompts like “Best clothes for a hike,” while "Maya," an AI avatar, provided tailored style advice.

Boosting Sales with AI Guidance: Myntra reported that shoppers using AI assistance were 3 times more likely to place an order, with average items per order rising by 16%.

Upcoming Innovations: Myntra planned to roll out voice search and virtual outfit previews, enhancing the shopping experience even further.

Nykaa: Virtual Try-Ons with ModiFace

Revolutionizing Beauty Shopping:

Nykaa partnered with L’Oreal to introduce "ModiFace," an AI-powered virtual try-on tool, delivering a realistic makeup experience for online shoppers.

Amazon: Personalized Shopping with "Rufus"

"Rufus"—An AI Shopping Assistant:

Launched in beta in India, Amazon’s assistant “Rufus” utilized shopping data, customer reviews, and Q&A interactions to provide tailored recommendations.

AI-Curated Product Descriptions:

Amazon’s AI generated compelling product descriptions and review summaries, helping shoppers make informed decisions faster.

This Diwali, GenAI gave ecommerce a dazzling upgrade, blending convenience with personalization and redefining the way India shopped online.