India’s Myntra innovates with generative AI to assist buyers put the fitting look collectively

Bengaluru, Karnataka, INDIA: For somebody pushing 40, stepping right into a fitness center for the primary time generally is a nerve-wracking expertise.

As this author realized, even earlier than self-doubts crept in about their possibilities of surviving an hour on the fitness center, the bigger looming query was what to put on and never look misplaced.

With completely no thought what they have been on the lookout for, this author turned to an AI purchasing assistant by Myntra, India’s greatest on-line style retailer, and typed, “I’m on the lookout for garments I can put on to work out within the fitness center.”

Surprisingly, the AI assistant understood precisely what this author wanted and got here up with jerseys that might wick off sweat, compression t-shirts, self-proclaimed comfy trackpants that wouldn’t prohibit motion, sneakers that might make you run higher, health bands and all kinds of drugs a beginner couldn’t have imagined they wished or wanted.

With the purchasing cart full and the pockets considerably empty, this author was prepared for a brand new starting.

What the AI assistant did – convert an summary consumer question into actionable outcomes – is recreation altering for the style business. Typical search works greatest with particular key phrases – a blue t-shirt from a selected model, say.

It goes a couple of steps past standard search. It makes use of generative AI to reply to extra open-ended questions like what to put on for a selected competition or a cricket match and even the trending style in a metropolis.

“That is huge,” stated Arit Mondal, director of product administration at Myntra, “Why? As a result of, that is the primary time we’ve got an answer, which is fixing the unsolved ‘search’ downside within the style, magnificence and life-style business. And it’s stay for patrons at scale.”

Portrait photo of a man standing in front of mannequins
For Arit Mondal, director of product administration at Myntra, generative AI has helped them resolve one of many greatest search issues within the on-line style retail business. Picture by Selvaprakash Lakshmanan for Microsoft.

For the reason that starting of on-line style retail, looking for merchandise has been very related to looking for some other piece of data on-line. You strive a set of key phrases and hold refining your search with totally different key phrases and preset filters. 

A seek for a branded, blue t-shirt works effectively as a result of the key phrases are already a part of the product catalog.

However that’s not all the time how folks store in the true world. Some buyers solely have a obscure thought what they need – as an illustration, garments for an upcoming trip or a rock live performance.

The standard technique of looking by key phrases fails spectacularly in the case of the second sort of buyer because the search strings they use are usually not retrievable instantly from the knowledge saved within the product catalog.

Till now.

When generative AI – constructed on giant language fashions (LLMs) that synthesize huge troves of knowledge to generate, textual content, pictures and extra – first made information final 12 months, the group at Myntra shortly started interested by how they may leverage it to boost buyer experiences.

When Myntra organized a hackathon in February this 12 months, a gaggle of engineers from the corporate’s search group determined to make use of Azure OpenAI Service to resolve the summary search downside and unshackle customers from the cuffs of key phrases.    

Photo of a group of people looking at a computer
The hackathon group at Myntra constructed a working prototype of the AI purchasing assistant over two days. Picture by Selvaprakash Lakshmanan for Microsoft.

They have been pleasantly shocked to see how ChatGPT, the generative AI service out there by Azure OpenAI Service, may synthesize pure language prompts. They requested ChatGPT in regards to the look of an actor from a current film and it may inform it consisted of a bomber jacket, gloves and aviator sun shades.

“And that is the knowledge that Myntra’s present catalog didn’t have,” stated Swapnil Chaudhari, an engineering supervisor at Myntra. 

Over two days, his group took over a convention room and stored attempting new prompts – textual content that generative AI may perceive – to see what outcomes they acquired. This was new territory – they usually didn’t understand how far they may push.

“We have been shocked to see the outcomes. It was capable of reply questions like garments to put on for regional festivals like Pongal and Onam,” stated Pragna Kanchana, a frontend engineer at Myntra.

On a whim, she tried to look in Hindi with sardiyon ke kapde, which in English interprets into winter garments. And it understood it!

The group then acquired entry to Azure OpenAI Service’s playground that permit them do way more than was potential with ChatGPT alone.

“Leveraging Azure OpenAI Service, we have been capable of plug in numerous giant language fashions in the identical immediate and work out which mannequin labored greatest for our use case. So, we had loads of freedom to check and select the fitting mannequin,” defined Santanu Kanchada, a backend engineer within the search engineering group.

The group knew they have been on to one thing huge. They wrote the code in a day, and inside two days they’d a working prototype of a brand new function that enabled customers to look with pure language.

“If it weren’t for GPT fashions, we’d should first retrain the mannequin utilizing Myntra’s catalog after which wait and verify the outcomes with our expectations. However the pre-trained fashions already out there with Azure OpenAI Service have been already performing fairly effectively,” added Chaudhari.

Over the following 5 weeks, a number of groups throughout engineering and product improvement fine-tuned each the backend and the consumer interface for the AI purchasing assistant.

“Myntra’s methods are on Azure and deploying Azure OpenAI Service was as seamless as deploying one other server and it gave us a safe method of utilizing generative AI,” defined Vindhya Priya Shanmugam, director of engineering at Myntra.

Portrait photo of a woman standing in front of a wall of oversized colorful spools of thread
Vindhya Priya Shanmugam, director of engineering at Myntra, discovered Azure OpenAI Service as a seamless and safe method of deploying their AI purchasing assistant. Picture by Selvaprakash Lakshmanan for Microsoft.

Submit the hackathon, the search engineering group stored refining the prompts to get helpful outcomes for customers. One of many issues, as an illustration, was how to make sure that the response to a consumer’s question resulted in garments for under the gender the consumer is on the lookout for.

Within the weeks resulting in the launch, they skilled the system on Myntra’s catalog and added guardrails so the outcomes have been restricted to the catalog.

The AI purchasing assistant was launched on the Myntra app in late Could, simply in time for certainly one of their greatest marquee occasions, Finish of Cause Sale (EORS). It included pattern prompts that gave customers an thought of how they may use conversational language relatively than key phrases.         

Since then, Myntra has already seen search queries broaden, providing new alternatives for product discovery. As an example, when somebody searches for garments they will put on to a seashore, not solely seashore put on but additionally equipment like hats, sun shades and footwear pop-up.

It has been phenomenal for Myntra.

“Customers who store utilizing the AI purchasing assistant are 3 times extra more likely to find yourself making a purchase order,” stated Mondal. “As a result of it additionally helps customers uncover a whole look from a number of classes of merchandise, we’re seeing that on common they add merchandise from 16 % extra classes than traditional.”

Whereas this author’s health transformation journey continues to be questionable, a number of groups at Myntra are already constructing new options based mostly on generative AI.

One in every of them will enable customers to decide on totally different classes of merchandise – tops, bottoms and equipment, for instance – and see how they appear collectively in an outfit. Myntra plans to additional improve it by introducing voice search and supply personalised outcomes. They’re additionally how they will use generative AI to assist the shopper help groups.       

Prime picture: Myntra’s AI purchasing assistant powered by Azure OpenAI Service lets buyers uncover a whole look utilizing pure language prompts that may embrace locations, festivals, or different events. Picture by Selvaprakash Lakshmanan for Microsoft.

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