GENAI'S TRYST WITH E-COMMERCE

From streamlining developer workflows to hyper-personalizing consumer experiences, leading e-commerce platforms are integrating AI into the fabric of operations.

- SHRABONA GHOSH

Artificial Intelligence (AI) is helping businesses create experiences.

A case which seemed near distant a few years ago. Although AI-powered customer service such as chatbots, product recommendations, and personalization have been part of e-commerce for years; current innovations and advances in e-commerce are taking it to the next level.

Generative AI (gen AI) is personalizing product descriptions, marketing content, and both internal and external business communications. From content creation, large-scale data analysis, streamlining developer workflows to hyper-personalizing consumer experiences, leading e-commerce platforms are integrating AI into the fabric of operations.

Beauty e-comm giant Nykaa saw a 20 percent increase in developer productivity after adopting GitHub Copilot, improving documentation and knowledge transfer. "As a consumer tech company, from day one we've been harnessing the power of technology to offer superior customer experiences and make shopping journeys delightful. This requires an immense focus on innovation, and genAI has bolstered our efforts by automating repetitive tasks, allowing our teams to now focus on solving complex issues with increased efficiency," said Falguni Nayar, MD & CEO, Nykaa.