Indian fashion e-commerce player Myntra is using technological initiatives, including generative AI and a virtual influencer named Maya, to attract GenZ consumers and increase brand recall. Maya, developed by Neuropixel.ai, has a follower base of 177K on Instagram and is positioned as a style hacker, providing the latest trends, offers, and recommendations to Gen Zs. Myntra aims to leverage Maya for their upcoming End of Reason Sale 18 (EORS) and plans for her to conduct M-Lives, the platform’s live commerce proposition, in the near future. The company also recently launched AI-powered features like My Stylist and Fashion GPT to enhance the consumer experience. Balasubramanian, CMO of Myntra, emphasises the importance of influencer marketing and the complementation of the virtual and real worlds in their marketing strategy.
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