Digital
Fynd stitches AI smarts into Being Human Clothing’s digital runway
Partnership brings one AI-powered backbone to fashion commerce and operations.
MUMBAI: What happens when fashion meets algorithms? You get fewer frayed edges and a lot more flow. AI-native retail technology firm Fynd, backed by Reliance Retail Ventures Limited, has teamed up with Being Human Clothing to power the brand’s end-to-end digital commerce and operations.
Under the partnership, Fynd is becoming the single operating layer behind Being Human Clothing’s online business, bringing together order management, customer experience and catalogue operations on one AI-driven platform. The aim is simple: reduce complexity behind the scenes while making the shopping experience smoother for customers.
At the front end, Being Human Clothing is using Kaily, Fynd’s AI-powered customer communication system, to handle e-commerce support across Whatsapp, email and chatbots. The setup allows the brand to respond consistently and automatically, even when demand spikes during sales and festive periods.
Behind the scenes, Fynd’s commerce operating layer is streamlining both front-end and back-end workflows. A centralised Order Management System now manages the entire order lifecycle across the brand’s direct-to-consumer website and multiple marketplaces, covering fulfilment, cancellations and returns at scale.
The partnership has also given Being Human Clothing a boost on the catalogue side. By adopting Fynd’s AI-led catalogue stack, the brand is using AI Snap to create and optimise product images and videos through AI-powered photoshoots tailored for websites and marketplaces. Alongside this, AI-driven Product Information Management is speeding up catalogue enrichment and standardising product data, cutting down manual effort while improving accuracy.
According to Fynd, the integrated platform has already been stress-tested during peak seasonal sales, where it handled a six times surge in orders without operational disruption. Order processing, fulfilment coordination and customer communication continued without interruption, underlining the system’s ability to scale reliably when volumes rise.
For Being Human Clothing, the collaboration is about future-proofing its digital commerce ambitions. As the brand expands its online footprint, the focus is shifting from juggling multiple tools to running a unified, intelligent backbone that can grow with demand.
For Fynd, the tie-up reinforces its pitch as more than just a technology vendor. By acting as a single technology and operations partner, the company is positioning itself as the quiet engine behind faster go-to-market, sharper efficiency and a consistent brand experience across every digital touchpoint.
In an industry where fashion trends change overnight, this partnership is less about chasing the next look and more about building a system that keeps pace, season after season.
Digital
Ethical AI must benefit society, not dominate it, says WFEB chief Sanjay Pradhan at IAA event
At Mumbai event, ethics expert urges businesses and governments to shape AI responsibly
MUMBAI: Artificial intelligence may be racing ahead at lightning speed, but its direction must still be guided by human conscience. That was the central message delivered by Sanjay Pradhan, president of the World Forum for Ethics in Business (WFEB), during the latest edition of IAA Conversations held in Mumbai.
The session was organised by the International Advertising Association (IAA) and the Artificial Intelligence Association of India (AIAI) in association with The Free Press Journal at the Free Press House on 7 March. Addressing a packed audience, Pradhan called for stronger ethical leadership to ensure AI remains a tool that benefits humanity rather than one that governs it.
“Artificial intelligence has rapidly become one of the most powerful technologies humanity has created,” Pradhan said. “It is unlocking breakthroughs in medicine, science and creativity at a pace unimaginable just a few years ago.”
But he warned that the same technology carries serious risks. AI, he noted, can amplify disinformation faster than facts can travel, compromise privacy, deepen discrimination and disrupt millions of livelihoods. Referencing concerns raised by AI pioneers such as Geoffrey Hinton, often called the godfather of AI, Pradhan stressed that the real challenge is not whether AI will shape the world, but whether humans will shape it with ethics and wisdom.
Structuring his talk around four guiding questions, why, what, how and who, Pradhan introduced the audience to WFEB’s emerging AI Ethics Partnership, a global platform aimed at advancing responsible artificial intelligence. He outlined four priority concerns that demand urgent attention: disinformation, bias and discrimination, data privacy and job security.
To make the idea of ethical AI easier to grasp, Pradhan offered a simple metaphor. Ethical AI, he said, is like a three layered cake. The outer layer represents the visible value ethical AI creates for businesses and society. The middle layer is organisational culture that moves ethics from written codes to everyday practice. The innermost layer, however, is the most crucial, the conscience of individual leaders.
Drawing from Indian philosophical thought through WFEB co-founder Ravi Shankar, Pradhan noted that while artificial intelligence can reproduce stored knowledge, true intelligence is boundless and rooted in conscience, creativity and compassion. Practices such as breathwork and meditation, he suggested, can help leaders develop the calm clarity needed for ethical decision making.
The event also featured a discussion with Maninder Adityaraj Singh, chief of staff and head of innovation at Rediffusion Brand Solutions Pvt Ltd, and Yash Johri, lawyer, Supreme Court of India.
Opening the session, IAA India chapter president Abhishek Karnani, highlighted the need for industries to understand and engage with AI responsibly.
“AI has to be befriended and understood,” added Rediffusion managing director and AIAI national convenor Sandeep Goyal. “Its ethical use will determine whether it becomes a friend or a foe.”
As AI continues to reshape industries and societies, Pradhan ended with a simple but powerful call to action. Businesses, governments and individuals must work together to ensure that the algorithms shaping the future reflect human values rather than just cold logic.
