Myntra cuts product time-to-market by 40% with generative AI

Myntra has accelerated its product development process by 40% over the past year after integrating generative AI throughout its software development lifecycle. According to senior executives speaking with Moneycontrol, the Flipkart-owned fashion e-commerce company is now able to release new features more quickly while reducing engineering backlogs through AI-driven automation.

Lakshminarayan Swaminathan, Chief Product Officer at Myntra, said that although the company's core business challenges remain unchanged, generative AI has significantly increased both the scale of its ambitions and the speed at which products are developed.

AI is reshaping fashion commerce, but challenges remain

Swaminathan noted that while artificial intelligence is transforming online shopping experiences, fashion retail remains a particularly complex category due to its highly visual nature. Current conversational AI interfaces still struggle to recreate the personalized and immersive experience consumers receive when shopping in physical stores.

He also revealed that customer traffic originating from AI assistants such as ChatGPT and Gemini remains relatively low for Myntra. However, the company continues to monitor evolving consumer behavior while offering its own AI-powered shopping assistant, Maya, to enhance customer interactions.

Recently, Myntra introduced several AI-powered innovations spanning customer discovery, seller onboarding, catalog management, and product development. These improvements have reduced seller onboarding time from 10–15 days to less than two days, while catalog creation has been accelerated from one day to just four hours.

The platform has also rolled out an AI-driven size and fit recommendation engine that helps shoppers understand why a particular size is suitable and visualizes how clothing may fit different body types. The feature currently supports around 85% of Myntra's eligible apparel catalog and is being gradually expanded across the platform.

Generative AI transforms software engineering

According to Chief Technology Officer Pramod Adiddam, Myntra has embedded large language models across multiple stages of software development. AI is now used to convert product requirements into machine-readable formats, generate technical specifications, automate portions of software testing, and enable engineers to analyze data using natural language queries.

Swaminathan added that the increased development speed has shifted engineering constraints away from feature creation toward strengthening the platform's infrastructure. As a result, Myntra is investing further in experimentation platforms, testing environments, and AI agents that can automate parts of the software review process.

A flexible AI strategy

Rather than relying on a single AI provider, Myntra follows a hybrid approach by combining proprietary, open-source, and frontier AI models based on specific use cases and quality requirements.

Adiddam explained that the company prioritizes output quality above all else, selecting whichever AI model delivers the highest performance for a given task before evaluating customer adoption and continuously optimizing the experience.

Swaminathan concluded that Myntra's decision to build AI solutions internally or leverage external models depends on where the company can create meaningful differentiation through its proprietary data, user experience, and technological capabilities.

Voice Of Osiz

Myntra's success demonstrates how generative AI is becoming a driving force behind faster software development and smarter digital commerce. As AI continues to automate development workflows, businesses can accelerate innovation while improving operational efficiency and customer experiences. At Osiz, we believe the strategic integration of AI across product engineering, automation, and personalization will define the future of enterprise applications. Intelligent AI solutions not only reduce development cycles but also enable data-driven decision-making and scalable digital transformation. Organizations that embrace AI-powered development today will be better equipped to respond to evolving market demands and deliver exceptional user experiences. The future of e-commerce belongs to businesses that combine AI innovation with customer-centric product development.

Source: Moneycontrol.com