Myntra adopts AI, augmented reality to boost sales

"The software uses data like designs and styles that are popular, cuts that customers prefer... it, then, comes up with designs on its own using AI that have been used by the two in-house brands," a news agency quoted Myntra chief products officer Ambarish Kenghe as saying.  Moda Rapido and Here and Now, two in-house brands of Myntra, that have adopted AI, have been receiving positive response from the consumers.

For effective communication with its consumers, Myntra is also working towards including additional features in its application including services like rating the apparel. "It uses the camera of the phone, figures out what you are wearing and then provides a rating. It is for the fashion-conscious audience who would want to wear the latest trends and be seen as fashionable," explained Kenghe.

The Flipkart-owned company is in the process of developing talking t-shirts for Roadster, with the use of augmented reality.

Fibre2Fashion News Desk – India