How Fynd Kaily boosts product discovery for AJIO
Fynd Kaily's conversational AI agent helps AJIO's shoppers explore products naturally and confidently, boosting customer engagement.
AJIO is one of India's leading fashion retailers, serving millions of keen shoppers daily. Ever since its launch in 2016, the platform has been a popular online shopping destination thanks to its premium shopping experiences, and high-quality customer support.
As daily traffic continued to grow, AJIO had been looking to use AI to fine-tune both use cases. But this couldn't be done with the average FAQ chatbot. AJIO's shoppers wanted personalized help, fast answers, and the freedom to search in their own words. They needed a natural language solution that could help make their journeys truly smooth.
AJIO saw this as an opportunity to build customer loyalty and build on their popularity among Indian shoppers. It has been using ZIP, an AI shopping assistant powered by Fynd Kaily, to deliver better product discovery, smarter search, and real business impact.
88%
Positive customer interactions
90%
Chats are about product discovery
7.5/10
Avg score on CSAT benchmarks
At AJIO, we've always believed that discovery should feel effortless. With ZIP, we are giving shoppers a smarter way to explore with conversational AI.
Anand Thakur
Chief Product and Technology Officer, Ajio
The Opportunity
Online fashion shoppers want to browse the way they talk; naturally, intuitively, without rigid filters or keyword guesswork. They want to describe what they're looking for in their own words and discover options that genuinely match their needs.
Run-of-the-mill search bars and chatbots are not built to deliver this.
- Rigid filters, unnatural input: Shoppers cannot just say "beachwear" or "something pastel for work." Instead, they are forced to break intent into multiple filters like "t-shirt + floral + light colors".
- Limited discovery pathways: Browsing by category is time-consuming and often leads to dead ends if shoppers do not know exactly what they want.
- One-size-fits-all experience: Shoppers receive the same results, regardless of their context or preferences.
AJIO needed an AI assistant that could understand intent, suggest contextually, and guide shoppers through their journey like a helpful store associate would.
The Solution
AJIO launched ZIP, a conversational AI assistant designed for how people actually shop. Powered by Fynd Kaily, ZIP combines natural language understanding with real-time product recommendation logic.
It takes vague, human use case-led queries and returns highly relevant results that help shoppers find the right products and get proactive help.
- Search in your own words: Understands natural, intent-led queries like "What's a good gift for a teenage girl?"
- Smart suggestions: Recommends products based on context, style, and user preferences.
- Personalized deals: Helps users unlock prices and offers tailored to their needs.
- Built as a chatbox: Lets users explore, refine, and ask follow-ups, just like texting a store associate.
What ZIP can do: From search to discovery
Search
Interprets natural language to return accurate, relevant results. Whether it's budget-focused or style-specific, ZIP gets it.
Recommendation
Pulls from contextual signals to suggest the right products, without needing exact filters or categories.
Discovery
Supports open-ended journeys and inspiration-led browsing. For users who want to explore, not just search.
The Result
Discovery dominates as the #1 use case
Product discovery conversations make up nearly 90% of all interactions with ZIP, showing real customer adoption for the intended purpose. Product discovery queries also received 99% positive responses, showing that shoppers genuinely find ZIP helpful in discovering what they need.
Quality is measurable
ZIP is evaluated across six key metrics:
Empathy
Does the assistant respond in a human, helpful way?
Persona alignment
Does it sound like AJIO and reflect the brand's tone?
Conversation engagement
Are users staying in the flow and continuing the interaction?
Emotional tone
Is it friendly, clear, and genuinely supportive?
Resolution effectiveness
Is the assistant solving the user's need?
Response relevance
Are the suggestions contextually correct?
ZIP's performance has held steady each month, in the 7-9 range across empathy, tone alignment, and relevance. This is the kind of consistency that builds trust with shoppers.
Shoppers engage deeply, not just quickly
With an average of 7.52 messages per conversation, shoppers are not firing off quick one-liners and leaving. They are exploring, refining, and truly discovering products through back-and-forth dialogue.
AI usage peaks when shopping intent is highest
Between 8-11 PM, with 10 PM as the busiest hour, ZIP's activity mirrors real ecommerce shopping behavior. Shoppers turn to AI precisely when they are ready to browse, compare, and buy.
Seamless shopping experiences with Fynd Kaily
ZIP functions like a digital store associate, guiding shoppers, clarifying products, and assisting decision-making throughout their journey. But unlike a human team member, ZIP is always on, always consistent, and scales effortlessly during peak hours.
For AJIO, this means shoppers feel personally attended to, even in a massive online catalog. They explore confidently, discover naturally, and get the help they need exactly when they need it.
That's the power of AI built to act like a teammate, not just a tool.
