Myntra cuts product launch time by 40 per cent with generative AI

MUMBAI: Fashion may change with the seasons, but Myntra wants its technology to change by the hour. The Flipkart-owned fashion e-commerce platform has reduced its product time-to-market by 40 per cent over the past year by embedding generative AI across its engineering, operations and customer-facing workflows, according to a Moneycontrol report.

The company said artificial intelligence is now integrated into multiple parts of its business, including customer discovery, seller onboarding, catalogue management and software development, enabling faster product rollouts while improving operational efficiency.

One of the most significant gains has come in seller enablement. Myntra has reduced seller onboarding from 10–15 days to less than two days, while the time required to generate product catalogues has fallen from around one day to just four hours.

The AI rollout has also helped reduce engineering backlogs and accelerate feature development, allowing teams to bring new products and platform improvements to market more quickly.

On the customer side, the company has expanded the use of AI to make online fashion shopping more personalised. According to the report, Myntra’s AI-powered size and fit recommendation engine now supports nearly 85 per cent of eligible apparel products, helping shoppers better understand sizing and visualise how garments may fit different body types.

The platform is also moving beyond keyword-based search by using AI to recommend complete fashion ensembles instead of individual products. Today, close to 90 per cent of Myntra’s monthly active users receive AI-driven personalised search experiences, making product discovery more contextual.

Behind the scenes, AI is reshaping operational processes as well. Supply chain simulations that previously required two days can now be completed in around one hour, while AI-assisted tools are supporting software coding, testing and analytics functions, further improving execution speed across the organisation.

Despite these gains, Myntra executives acknowledged that fashion remains one of the most challenging categories for artificial intelligence because purchasing decisions are highly visual, personal and driven by individual taste. The company said it continues to study evolving consumer behaviour as AI-powered shopping experiences become more common globally.

Myntra’s AI strategy reflects a broader shift across India’s e-commerce industry, where generative AI is increasingly being deployed not just to enhance customer experiences but also to streamline operations, shorten development cycles and improve seller productivity. As competition intensifies, the race is no longer only about selling the latest trends—it’s also about building them faster behind the scenes.