Fashion e-commerce platform Myntra is expanding the use of artificial intelligence across its marketplace operations, deploying AI-powered tools to accelerate seller onboarding, improve customer experience and streamline internal workflows. The company said the technology is helping reduce manual processes while enabling faster product discovery and more personalised shopping experiences for consumers.
The Bengaluru-based platform has integrated AI into several business functions, including cataloguing, customer support, seller enablement and merchandising. According to the company, these initiatives are designed to improve operational efficiency while supporting the growing scale of its online fashion marketplace.
One of the key areas where AI has been deployed is seller onboarding. Myntra said automation has significantly reduced the time required for new brands and sellers to begin listing products on the platform. AI-assisted verification and documentation processes are helping simplify onboarding while reducing manual intervention, allowing businesses to reach customers more quickly.
The company is also using AI to improve catalogue creation by automating product attribute extraction and image analysis. These capabilities help generate more accurate product descriptions, classify merchandise faster and maintain consistency across listings. As fashion marketplaces continue to expand their product assortment, automated cataloguing has become increasingly important in improving discoverability and reducing listing errors.
On the consumer side, Myntra has introduced AI-driven features aimed at delivering more personalised shopping experiences. Recommendation engines analyse browsing behaviour, purchase history and customer preferences to surface more relevant products. The platform is also using AI to refine search results, helping shoppers discover products based on intent rather than relying solely on keyword matching.
Customer service is another area where AI is playing a larger role. Myntra has integrated AI-powered conversational assistants to handle routine customer queries, reducing response times while allowing human support teams to focus on more complex issues. The company said these tools contribute to faster resolution and improved customer engagement across different stages of the shopping journey.
Beyond customer-facing applications, Myntra is deploying AI internally to improve productivity and decision-making. AI tools are being used to assist employees with content generation, workflow automation and data analysis, supporting teams across multiple business functions. The company believes these technologies can help employees work more efficiently while improving the speed of operational processes.
Myntra's AI expansion reflects a broader trend across India's retail and e-commerce industry, where companies are increasingly adopting generative AI and machine learning to improve operational efficiency and customer engagement. Online retailers are investing in AI-powered search, recommendation systems, demand forecasting, inventory optimisation and customer support as competition intensifies in digital commerce.
The adoption of AI has also become a priority for large marketplaces seeking to onboard more sellers while maintaining catalogue quality and customer satisfaction. Faster onboarding enables platforms to expand product selection, while automation helps reduce operational costs associated with manual verification and content management.
Industry observers note that AI is gradually evolving from a productivity tool into a core component of digital commerce infrastructure. Retailers are increasingly using AI not only to automate repetitive tasks but also to personalise customer interactions and optimise marketplace operations in real time.
As consumer expectations continue to shift towards faster, more intuitive shopping experiences, Myntra's latest AI initiatives underscore how technology is becoming central to the future of fashion e-commerce. By embedding AI across both customer-facing and operational functions, the company is seeking to create a more scalable marketplace while improving the overall experience for sellers and shoppers alike.