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

MUMBAI: Fashion may be all about trends, but at Myntra, speed is becoming the latest style statement. The Flipkart-owned online fashion retailer has reduced its product time-to-market by 40 per cent over the past year by integrating generative AI across its software development lifecycle, Moneycontrol reported.

According to the report, the wider use of AI has enabled Myntra to develop and roll out new features faster while reducing engineering backlogs. The company has also significantly streamlined seller onboarding and catalogue creation through AI-powered tools.

Seller onboarding, which previously took 10 to 15 days, has now been reduced to under two days, while catalogue generation has been shortened from one day to around four hours.

Last week, Myntra introduced a range of AI-driven capabilities spanning customer discovery, seller onboarding, catalogue infrastructure and product development. The initiatives are aimed at improving operational efficiency while enhancing the shopping experience for both customers and sellers, the report said.

One of the key additions is an AI-powered size and fit intelligence layer that explains why a particular size is likely to suit a customer while also helping visualise how garments may drape across different body types. The feature currently covers around 85 per cent of Myntra’s eligible apparel catalogue and is being rolled out gradually.

Despite rapid advances in artificial intelligence, fashion shopping remains a complex challenge because purchasing decisions are highly visual. As a result, traffic to Myntra from AI chatbots such as ChatGPT and Gemini remains limited, although the company continues to track evolving consumer behaviour, according to the report. Myntra also operates its own conversational AI assistant, Maya.

On the technology front, Myntra has embedded large language models across several stages of software development. These include converting product requirements into machine-readable specifications, generating technical documentation, automating parts of software testing and enabling engineers to analyse data using natural language.

The faster pace of development has also shifted engineering bottlenecks away from feature creation towards platform infrastructure, prompting the company to invest further in experimentation platforms, testing infrastructure and AI agents that can automate parts of the software review process, Moneycontrol reported.

The retailer currently uses a combination of in-house, open-source and frontier AI models, selecting them based on quality requirements and specific use cases. Decisions on whether to build AI capabilities internally or rely on external models are made according to where the company believes it can create a competitive advantage through its data, product experience or proprietary capabilities.

As generative AI becomes increasingly embedded across its operations, Myntra is using the technology not only to accelerate product development but also to simplify seller operations and improve customer experiences, signalling a broader shift in how India’s fashion e-commerce sector is embracing artificial intelligence.