A Case Study of MyntraTM Enhancing E-Commerce Retailing with Multiple AI Solutions

Artificial intelligence (AI) is been proved as most effective in terms of enhancing the end-customer experience in e-commerce, same way it is also beneficial for optimizing brand reputation, and boosting company's growth in the quickly changing online retail industry. In this case study of Mynt...

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Bibliographic Details
Published in:	2023 6th International Conference on Advances in Science and Technology (ICAST) pp. 57 - 62
Main Authors:	Saleem, Shah Asif Mohd, Naseem, Shaikh Mohammad Bilal
Format:	Conference Proceeding
Language:	English
Published:	IEEE 08-12-2023
Subjects:	Artificial intelligence Electronic commerce Fashion Flipkart Machine Learning Myntra Pricing Shape Technological innovation Visualization
Online Access:	Get full text
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Summary:	Artificial intelligence (AI) is been proved as most effective in terms of enhancing the end-customer experience in e-commerce, same way it is also beneficial for optimizing brand reputation, and boosting company's growth in the quickly changing online retail industry. In this case study of Myntra, one of the most popular online shopping website for modern fashion trends in India, which gained advantages from the power of numerous AI strategies to maintain its position as a leading e-commerce brand. Myntra is up to mark in terms of providing customized shopping experiences to its end users with the help of machine learning to observe user's activity and interest. Through integration of chatbots and product recommendations, voice assistance, visual match etc. help them to have better customer engagement and retention. Myntra is quite good with insights by using data analytics to enhance logistics and reduce order fulfillment times. AI is considered as core strategy of Myntra to optimize the multiple operations, having a better knowledge of market demand and reacting on latest fashion trends, reducing existing costs and cutting out the of most possible discount offerings. Myntra is also working with computer vision in order to identify shapes, patterns, and colors such that they can generate fashion that satisfied consumer needs at a rate that would be impossible for traditional and existing apparel manufacturers to match. Myntra's journey showcase the power of AI in changing the face of online retail.
DOI:	10.1109/ICAST59062.2023.10454917