Fashion and lifestyle ecommerce platform Myntra has announced an expansion of its artificial intelligence (AI) capabilities, deploying the technology to reduce seller onboarding time, accelerate catalogue generation, and enhance customer personalisation.
The latest phase of its technology buildout is anchored around three core pillars: customer experience, seller enablement, and operational efficiency, the Flipkart Group company said in a statement.
The AI integration has reduced the end-to-end seller onboarding process from 10-15 days to under two days, with initial registration now completing within minutes through its AI-powered Seller Growth Hub.
On the operational front, Myntra stated that its upgraded cataloguing infrastructure has compressed turnaround time from one day to four hours. The system now produces 400-600 dynamic product videos daily. Additionally, the time required to run complex supply chain network simulations has been reduced from two days to one hour.
"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.
"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," Sharon Pais, Head of Myntra, said.
To address sizing issues - a persistent challenge in online fashion - the platform has introduced an AI-powered 'Size and Fit Intelligence' layer. The company noted that this feature currently covers approximately 85 per cent of its eligible apparel portfolio.
Currently, 90 per cent of Myntra's monthly active users experience personalised search on the platform, the statement added.
The company has also deployed several proprietary AI tools to streamline internal and external processes.
These include Saarthi, which automates structured partner communications, manages high-volume operational queries, and routes complex issues to specialist human support teams. Internal teams can also build custom use cases on the platform.
Myntra's Business Intelligence Retrieval Agent, BIRA, enables internal teams to run complex data queries using everyday language; and 'Meera', a conversational support layer, resolves over 30 per cent of standard customer queries.
Myntra said despite the extensive automation, all AI deployments across the platform operate with human oversight, privacy safeguards, and built-in governance.
