With the growing influence of generative artificial intelligence (AI), India’s quick commerce platforms are increasingly incorporating AI technology to enhance customer experiences and improve personalization. By deploying AI-driven tools, platforms such as Zomato, Swiggy, and Blinkit have streamlined product recommendations, optimised delivery routes, and introduced virtual assistants to simplify user interactions.
These advancements improve operational efficiency and cater to individual preferences. However, the adoption of AI also presents significant challenges, including high implementation costs and concerns surrounding data privacy, which these platforms must navigate while expanding their technological capabilities.
Use of AI by Zomato, BlinkIt, and other quick commerce platforms in India
Zomato’s AI Integration
Zomato introduced a personalised AI food assistant, available initially for Zomato Gold members. The AI assistant provides tailored restaurant and dish recommendations based on user preferences. It can answer specific queries, such as “What should I eat when I’m hungover?” or suggest low-carb, high-protein meals. Zomato’s AI stack is built on OpenAI’s large language models (LLMs) and is powered through Microsoft Azure. Additionally, Zomato uses AI on the backend to optimise delivery times and improve customer support.However, Zomato has taken a firm stance against AI-generated content for restaurants, banning the use of AI-generated images in menus and promotional materials. The company has developed tools to detect such content, warning restaurants of removal if they fail to comply.
BlinkIt’s Recipe Rover
BlinkIt, Zomato’s quick commerce arm, rolled out an AI-driven feature called “Recipe Rover” in May 2023. This tool helps users discover recipes and simplifies meal planning by offering curated recipe suggestions based on special occasions, such as Ganesh Utsav. The recipes also provide macro-nutrient information, making meal planning more health-conscious. Powered by Midjourney and OpenAI’s GPT models, Recipe Rover helps users not only find recipes but also directly source the ingredients needed.
Swiggy’s ‘What to Eat’
Swiggy launched its own AI-powered recommendation tool, ‘What to Eat,’ which personalises food suggestions based on user mood, past orders, and trending dishes. The neural search engine developed by Swiggy offers users transparency, explaining why specific recommendations are made. Swiggy plans to enhance this feature with voice-based and multi-language support, making it accessible across various regions of India.
Swiggy is also focusing on optimising its operations through AI, with AI-powered route optimization for delivery agents. The company plans to introduce an AI chatbot to assist users within Dineout, as well as an AI-powered bot for restaurant partners to address onboarding and other operational concerns.
Myntra’s AI Shopping Assistant
Myntra, a leading fashion e-commerce platform, launched MyFashionGPT in partnership with Microsoft. This AI assistant goes beyond conventional keyword searches, allowing users to ask open-ended queries like “Show me clothes for a beach vacation” and receiving suggestions spanning multiple categories. Myntra has also introduced Maya, an AI fashion influencer, to enhance customer engagement.
Myntra continues to experiment with generative AI for customer support and creative automation. Upcoming AI capabilities include full outfit previews and enhanced voice search functionalities. Myntra’s shift towards AI-driven personalization comes as the company pilots quick commerce services in select Indian cities, offering four-hour delivery windows.
Amazon’s Rufus for improving customer satisfaction
Rufus is a smart shopping assistant integrated into Amazon’s platform, designed to enhance the customer shopping experience by leveraging Amazon’s extensive product catalog and external information. It helps customers navigate their shopping journey, from initial research, such as identifying important factors for purchasing a washing machine, to making specific comparisons, like deciding between a fitness band and a smartwatch. Rufus offers recommendations, product updates, and answers detailed product questions. Customers can learn about shopping categories, shop by purpose, compare options, and find personalized recommendations, all while benefiting from a generative AI-powered expert.
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