Buy-buy AI

The concluding part of the series looks at how artificial intelligence is transforming every aisle with algorithms, from product discovery to logistics and marketing

- SHELLEY SINGH

Last month, French beauty giant L'Oréal teamed up with artificial intelligence (AI) powerhouse Nvidia to supercharge research, drive innovation, and scale up AI-powered ads and product recommendations.

Meanwhile, luxury titan LVMH is leaning on AI to ride out softening demand as it looks to boost sales, retain customers and court new ones, and stay ahead of shifting trends.

Both hope AI can reveal what traditional tech doesn't.

"Retail has always been a data-rich industry, making it a natural fit for AI innovation," says Dahnesh Dilkhush, executive director, customer success, Microsoft India and South Asia. So, retailers are increasingly turning to it to unlock the value in that data.

Across India's diverse retail landscape-ranging from digital-first companies like Flipkart, Zepto, and Meesho to brands like Nike, Starbucks, and even heritage ones like Raymond and Godrej - AI is reshaping how consumers shop, goods move, and businesses think.

What was once a space dominated by basic business software, point-ofsale type of systems, and seasonal trends is rapidly becoming a high-velocity engine for real-time intelligence. For offline retailers, even CCTV footage is being scanned 'intelligently' to comprehend footfalls and what buyers may want.

AI that feels human

At e-commerce major Flipkart, AI doesn't just recommend; it converses, guides, and adapts.

"Whether you're speaking, typing, or snapping a photo, our multimodal search understands you. It's how we bring intelligence into the everyday experience," says Sandhya Kapoor, senior vice-president and head of the central platform at Flipkart.

She adds that tools like Flipkart's skin analyser, virtual try-on, augmented reality, and hyper-personalised recommendations are enhancing user experience and helping them make informed choices.