Fashion ecommerce site Myntra is trying its best to prove the naysayers wrong. The company’s efforts to make its app engaging, resourceful and current are quite evident. One of their latest endeavours is taking help of Data Science and Artificial Intelligence (AI) to create new set of product line.
Making the most of technology and robotics, Myntra has created an artificial intelligence bot. This highly advanced bot will gather every bit of information available in the online space centred around ‘fashion’. The vast collected data will be then used to design the new line of fashion apparel and accessories.
This project was set in motion eight months back and since then a team of 30 people have been working on it.
While speaking about this project, Ganesh Subramanian, Head of New Initiatives – Myntra revealed to TOI, “There is a big, emerging trend among internet companies which have accumulated tons of data to use it for personalization. Our platform is disrupting the current way of expert-based fashion forecasting as it is 100% tech-backed. We needed to show that it’s a proven approach with the successful pre-pilot that we conducted.”
He further explained how this move will help them to understand the customer’s need and respond to it in real time. He said, “The bigger goal for us is to build an AI-based fashion platform which continuously produces insights and churns out customer-loving products in real time. Consumption is moving from plan and buy to on-demand across industries. Seeing the mobile revolution kicking in, the pace of change is faster than ever before. The customer today is a curator and creator. By using data science and artificial intelligence, we are able to give real time responses.”
It is refreshing to see an ecommerce company like Myntra to take bold steps and venture into unfamiliar terrain, in spite of facing severe scepticism. It was a giant move to shut desktop site and be an app-only fashion destination. The endless speculation about Myntra reviving its desktop site hasn’t stopped either. Drop in sales after going app-only, glitches in app and other technical issues didn’t help their case either.
But the company still holds on to the fact that the shift is working for them and thus has focussed on improving technology to capture the buyer’s imagination. Just two weeks back the news about Myntra launching a fashion-based social network akin to Facebook broke out. And now with AI assisting the fashion portal in designing new products, it seems that the fashion portal might win the game after all.
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