Fashion e-commerce platform Myntra has achieved a 40% reduction in product time-to-market by integrating generative artificial intelligence across its software development and business operations. The Flipkart-owned company says AI is helping accelerate product launches, streamline seller onboarding and improve customer experiences, marking a significant step in its digital transformation strategy.
According to senior company executives, Myntra has embedded large language models and generative AI tools throughout its software development lifecycle. These technologies assist in converting product requirements into technical specifications, generating code, automating software testing and analysing operational data, allowing engineering teams to release new features more quickly while reducing development backlogs.
The adoption of AI has also significantly improved the platform’s seller ecosystem. The end-to-end seller onboarding process, which previously required 10 to 15 days, has now been reduced to less than two days through the company’s AI-powered Seller Growth Hub. Initial registration can now be completed within minutes, enabling sellers to begin listing products much faster.
Myntra has also accelerated product catalog creation. The time required to generate a product catalogue has dropped from approximately one full day to just four hours, allowing brands and sellers to introduce new fashion collections more rapidly. This is particularly valuable in the fashion industry, where responding quickly to changing consumer trends is critical for maintaining competitiveness.
On the customer side, the company is leveraging AI to deliver more personalised shopping experiences. Its AI-powered size and fit recommendation engine now covers around 85% of eligible apparel products, helping customers understand why a particular size is recommended and how garments are likely to fit different body types. Myntra believes this technology can improve purchase confidence while reducing product returns.
Myntra executives acknowledged that while artificial intelligence is transforming online retail, fashion shopping remains a uniquely complex challenge. Unlike many other e-commerce categories, purchasing apparel depends heavily on visual presentation, fit and personal style preferences. As a result, the company believes current chat-based AI interfaces still cannot fully replicate the in-store shopping experience, although it expects rapid improvements as the technology evolves.
The company also noted that traffic originating from AI chatbots such as ChatGPT and Google Gemini currently represents only a small share of overall customer visits. Nevertheless, Myntra continues to monitor changing consumer behaviour and has already introduced its own conversational AI assistant to support users throughout their shopping journey.
Industry analysts view Myntra’s latest AI initiatives as part of a broader trend among technology-driven retailers seeking to improve efficiency, lower operational costs and accelerate innovation. By automating repetitive processes while enhancing personalisation, the company aims to strengthen its competitive position in India’s rapidly growing online fashion market. As generative AI capabilities continue to mature, Myntra expects the technology to play an even greater role in product development, seller enablement and customer engagement across its platform.
