How India's e-commerce companies are quietly becoming smarter with AI tools from Microsoft.

India's sprawling e-commerce industries, long fuelled by clicks and cart values, is quietly going through a radical overhaul. In 2025, the competitive advantage will no longer be about delivery speed or discount depth; it’s about intelligence. AI is emerging as the behind-the-scenes drives with more responsive, efficient, and personalized shopping experience nationwide.

Meeting the challenge of scale, e-commerce sites are looking to artificial intelligence to handle complexity across hundreds of millions of users with different languages, behaviors, and expectations. And leading the backend charge is Microsoft, not with glitzy consumer-facing innovations, but by integrating AI into the very infrastructure of retail tech stacks.

At fashion and beauty giant Nykaa, GitHub Copilot is used to accelerate software development through automated repetitive code and documentation, resulting in a 20% increase in developer efficiency. This directly correlates to quicker product launches and better-quality features.

Meesho, meanwhile, has incorporated Azure OpenAI in its contact center functions, particularly during high volume sales events. The result: a 20% increase in customer effort scores, faster resolution of complaints, and a 5% boost in the detection of long-tail products, products that often get lost in the sea of fast moving goods.

For hyperlocal platform Magicpin, the use of real-time AI models is proving transformative. A voice-enabled bot now communicates directly with delivery riders over the phone, allowing proactive rerouting during disruptions. The same technology enables a chatbot to deal with 60% of customer inquiries without human intervention, thereby reducing order cancellations and enhancing customer satisfaction.

Myntra is applying AI in a more fashion-forward way via MyFashionGPT, a chat assistant that enables consumers to browse with natural language rather than filters. Grocery delivery app Blinkit has taken a more culinary path, linking recipe prompts with livestock, enhancing both click-through rates and basket size during busy periods.

Language inclusivity is also getting a boost, with platforms looking to explore Microsoft's translation features to push content creation into local languages, helping them reach users beyond the traditional Hindi and English-speaking markets.

These enhancements won't always be visible, but they're revolutionizing the user experience in dramatic ways. For consumers, this isn't about amazing new features. It's about faster browsing, more responsive support, more intelligent search results, and a digital environment that simply feels more intuitive.

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