Fashion e-commerce platform Myntra has said its investments in generative artificial intelligence have reduced product launch timelines by 40%, as the company expands AI adoption across engineering, customer experience, seller operations and supply chain management. The latest deployment reflects the growing role of AI in helping retailers accelerate innovation while improving operational efficiency and customer engagement.
According to Myntra, AI is now embedded across multiple stages of its business, from software development and catalogue creation to personalised shopping and seller enablement. The company said AI-driven engineering tools have increased feature rollout velocity by 40%, enabling teams to develop, test and deploy new capabilities more quickly while allowing engineers to focus on higher-value product architecture and innovation.
Speaking at the company's annual technology event, Chief Product Officer Lakshminarayan Swaminathan said generative AI has become a core part of Myntra's product development process. He noted that while AI has significantly shortened development cycles, the company's attention is now shifting towards strengthening platform infrastructure, automation and experimentation capabilities to support future growth.
Beyond engineering, Myntra reported substantial improvements in seller operations. AI has reduced seller onboarding time from 10 to 15 days to less than two days, while product catalogue generation has been shortened from approximately one day to around four hours. Supply chain simulations that previously required nearly two days can now be completed in about an hour, enabling faster planning and decision-making across fulfilment operations.
On the customer side, the company is expanding AI-powered personalisation across the shopping journey. Around 90% of Myntra's monthly active users now receive AI-driven personalised search experiences. Its AI-powered Size and Fit Intelligence platform covers nearly 85% of eligible apparel products, generating size recommendations and fit explanations within seconds to help shoppers make more informed purchase decisions. The platform is also enhancing its contextual styling capabilities, using AI to recommend complete fashion looks instead of individual products.
Myntra has also integrated AI into content creation and internal analytics. The company now generates between 400 and 600 AI-assisted product videos each day, helping brands and sellers enrich product listings more efficiently. Internally, employees use an AI-powered analytics assistant that enables natural language queries instead of traditional SQL-based reporting, reducing the time required to analyse business data and generate operational insights.
Despite the broader rollout, Myntra said all AI deployments continue to operate with human oversight and established privacy safeguards. The company stated that AI is intended to augment decision-making and automate repetitive tasks while maintaining quality controls across customer-facing and operational functions.
The latest AI initiatives come as retailers increasingly adopt generative AI to improve merchandising, streamline operations and personalise digital commerce experiences. Across the industry, AI is being used to optimise inventory planning, automate catalogue management, accelerate software development and deliver more relevant recommendations to shoppers.
For Myntra, AI is no longer confined to isolated customer features but has become an enterprise-wide capability supporting engineering, commerce and seller ecosystems. As competition intensifies in India's online fashion market, the company is positioning artificial intelligence as a key enabler of faster innovation, improved seller productivity and a more personalised shopping experience