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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 gymnasium for the primary time generally is a nerve-wracking expertise.

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

With completely no concept what they had been on the lookout for, this author turned to an AI procuring assistant by Myntra, India’s greatest on-line vogue retailer, and typed, “I’m on the lookout for garments I can put on to work out within the gymnasium.”

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

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

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

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

“That is large,” mentioned Arit Mondal, director of product administration at Myntra, “Why? As a result of, that is the primary time we have now an answer, which is fixing the unsolved ‘search’ drawback within the vogue, magnificence and way of life trade. And it’s reside 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 vogue retail trade. Photograph by Selvaprakash Lakshmanan for Microsoft.

For the reason that starting of on-line vogue retail, trying to find merchandise has been very related to looking for every other piece of knowledge on-line. You attempt a set of key phrases and hold refining your search with completely 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 individuals store in the true world. Some buyers solely have a obscure concept what they need – as an illustration, garments for an upcoming trip or a rock live performance.

The traditional technique of looking out by key phrases fails spectacularly in relation to the second form of buyer because the search strings they use will not be retrievable instantly from the data saved within the product catalog.

Till now.

When generative AI – constructed on massive language fashions (LLMs) that synthesize huge troves of information to generate, textual content, photographs and extra – first made information final 12 months, the workforce at Myntra shortly started fascinated about how they might leverage it to boost buyer experiences.

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

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

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

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

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

“We had been stunned to see the outcomes. It was capable of reply questions like garments to put on for regional festivals like Pongal and Onam,” mentioned 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 workforce then obtained entry to Azure OpenAI Service’s playground that allow them do rather more than was potential with ChatGPT alone.

“Leveraging Azure OpenAI Service, we had been capable of plug in several massive language fashions in the identical immediate and determine which mannequin labored greatest for our use case. So, we had lots of freedom to check and select the fitting mannequin,” defined Santanu Kanchada, a backend engineer within the search engineering workforce.

The workforce knew they had been on to one thing large. They wrote the code in a day, and inside two days that they had a working prototype of a brand new characteristic 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 examine the outcomes with our expectations. However the pre-trained fashions already out there with Azure OpenAI Service had 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 person interface for the AI procuring assistant.

“Myntra’s techniques 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 procuring assistant. Photograph by Selvaprakash Lakshmanan for Microsoft.

Submit the hackathon, the search engineering workforce 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 person’s question resulted in garments for less than the gender the person 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 had been restricted to the catalog.

The AI procuring assistant was launched on the Myntra app in late Might, simply in time for certainly one of their greatest marquee occasions, Finish of Purpose Sale (EORS). It included pattern prompts that gave customers an concept of how they might use conversational language fairly 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 procuring assistant are 3 times extra prone to find yourself making a purchase order,” mentioned Mondal. “As a result of it additionally helps customers uncover an entire look from a number of classes of merchandise, we’re seeing that on common they add merchandise from 16 p.c extra classes than standard.”

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

Certainly one of them will enable customers to decide on completely 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 customized outcomes. They’re additionally taking a look at how they will use generative AI to assist the shopper help groups.       

High picture: Myntra’s AI procuring assistant powered by Azure OpenAI Service lets buyers uncover an entire look utilizing pure language prompts that may embrace locations, festivals, or different events. Photograph by Selvaprakash Lakshmanan for Microsoft.

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