In the ever-competitive world of ecommerce, especially during high-stakes festive seasons, standing out is essential. This Diwali, India’s leading ecommerce platforms — Flipkart, Amazon, Myntra, and Nykaa — leveraged Generative AI (GenAI) to deliver smarter, more engaging, and more personalized customer experiences. From multimodal search capabilities to guided selling and virtual try ons, these brands are harnessing AI to enhance the online shopping journey, driving engagement and boosting conversions.
As ecommerce sales close with a bang at INR 1 lakh crore, here is a glimpse of their most interesting AI use-cases.
Myntra: Chatbots as Fashion Advisors
- MyFashionGPT for Style Recommendations
Myntra’s “MyFashionGPT” provides personalized styling advice, helping users find looks based on their needs. - AI-Powered Virtual Stylist ‘Maya’
Maya offers real-time recommendations, can curate an entire look based on prompts such as “ best clothes for hike,” driving purchases that resulted in 16% average increase in categories per order. - Future Upgrades for Voice Search and Outfit Preview
Myntra is developing voice search and outfit previews for a hands-free, intuitive shopping experience.
Lesson for Brands: AI-driven style recommendations and interactive discovery tools can create a personalized, engaging shopping experience.
Amazon: AI-Powered Shopping with ‘Rufus’
- Rufus as a Chatbot and Search Assistant
Amazon’s AI assistant, Rufus, acts as chatbot and an alternative search assistant provides product info, reviews, and shopping assistance, helping customers make faster decisions. - Review Summaries for Simplified Decisions
Rufus also generates review summaries, saving customers time and enhancing their shopping experience.
Lesson for Brands: A chatbot that provides comprehensive, easy-to-read information can streamline decision-making and boost conversions.
Nykaa: Virtual Try-Ons for a Realistic Shopping Experience
- AI-Powered Virtual Try-Ons in Partnership with L’Oreal
Nykaa’s collaboration with L’Oreal’s ModiFace allows customers to visualize makeup products before buying, adding confidence to their choices. - Enhanced Mobile Shopping Experience
Nykaa optimizes its platform for mobile users, making it easy for customers to browse and shop on the go.
Lesson for Brands: Virtual try-ons replicate the in-store experience, especially valuable for beauty and fashion brands.
Flipkart: Smarter Search and Fraud Prevention
- Conversational AI for Personalized Shopping
Flipkart’s virtual assistant “Flippi” guides customers, providing product recommendations and answers, creating a personalized shopping journey. - Multilingual AI to Reach Diverse Audiences
Flipkart’s multilingual AI helps shoppers across language backgrounds navigate the platform, ensuring inclusivity and accessibility. For example, its transforming search queries by converting “baccho ke liye dress” to “dress for kids”
Lesson for Brands: Personalization and security are essential. A multilingual assistant and fraud prevention tools can increase customer trust and broaden reach.
The Role of Flyfish.ai and Gartner’s Insights on AI-Guided Selling
Gartner, in its latest Hype Cycle for Digital Commerce, identified AI-guided selling as a transformative technology in the ecommerce space. This innovation combines GenAI, machine learning, and predictive analytics to streamline and personalize the customer journey, making it easier for shoppers to discover products tailored to their preferences. By leveraging these technologies, ecommerce brands can anticipate customer needs and offer a seamless, tailored experience that drives both engagement and conversions.
Flyfish, recognized by Gartner as a 2024 Cool Vendor in AI Guided Selling, is at the forefront of this shift with its multimodal search capabilities. Flyfish provides a Multimodal AI Search that allows users to search for information using various modes such as Image, Voice, Multilingual Text, and context simultaneously or interchangeably. By focusing on enhancing Average Order Value (AOV), reducing cart abandonment, and boosting repeat purchases, Flyfish empowers brands to provide a seamless, personalized shopping journey that goes beyond basic product recommendations.
What Can Your Brand Implement Today?
As Diwali this year has shown, brands that leverage GenAI are leading the way in delivering exceptional customer experiences. Solutions like Flyfish.ai enable brands to implement features guided selling, multilingual search, voice-activated shopping, and visual search functionalities, making the shopping experience more engaging and user-centric. You’ll not only enhance personalization but also increase conversions, drive customer engagement, and ultimately build a loyal customer base.
At Flyfish, we can help you to start gathering data points on your ecommerce search & product discovery. Start with a free site search audit report. With a bit of research and product walkthroughs, you’ll be able to identify gaps and get a sense of what fits your brand’s needs best.
Find a convenient time on the calendar and we can get our expert team to get in touch with you soon.
