Mumbai, Sep 08: Fynd, an AI-native retail technology company, today shared new insights into how shoppers are using conversational AI on the AJIO app through its AI-powered shopping assistant ZIP, powered by Fynd Kaily. Live on the AJIO app since May 2025, Kaily is increasingly being used for product discovery, which has emerged as the leading use case for the platform’s AI shopping experience.
ZIP, powered by Fynd Kaily, is increasingly being used by shoppers to explore what to buy rather than simply complete transactional tasks. With product discovery accounting for 38% of conversations, conversational AI is beginning to influence the earliest stages of the shopping journey, where consumers are evaluating styles, products, and choices.
Since its go-live, it has generated more than 6.1 million messages across 448 active days. The scale of adoption demonstrates that conversational AI is becoming an increasingly important layer in the digital shopping journey, particularly for customers seeking help discovering the right products.
The adoption of Kaily is also notable beyond India’s largest metropolitan markets. 57% of AJIO shoppers using the experience are located outside the top eight metros, with the user base comprising 43% from Tier 1, 39% from Tier 2, and 18% from Tier 3 markets. Maharashtra, Telangana, and Karnataka are among the leading states by usage.
The geographic spread indicates that conversational shopping is not limited to consumers in India’s largest cities. By allowing customers to describe what they want in natural language rather than relying solely on search terms, filters and category navigation, AI assistants can make large digital catalogues easier to explore across a diverse customer base.
“Online shopping has traditionally been built around the assumption that customers know what to search for. But shopping sometimes starts with a much broader intent, be it an occasion, a style, a budget, or simply an idea,” said Ragini Varma, Chief Business Officer - India, Fynd. “Conversational AI is making that journey more natural by helping shoppers express what they want and discover relevant products. The fact that product discovery is the leading use case on the AJIO app shows that AI is becoming part of how people decide what to buy”
“Shopping for fashion is inherently discovery-led, and conversational AI gives us a new way to make that journey more intuitive and personalised for our customers,” said Nikhil Jain, Head of Product, AJIO. “With AJIO AI assistant ZIP powered by Fynd Kaily, shoppers can express what they are looking for naturally and discover relevant products more easily. The engagement we have seen, particularly around product discovery and across customers beyond the major metros, reflects how AI can make online shopping more accessible and engaging.”
The AJIO deployment shows how conversational AI is moving upstream in the customer journey, from support and service to inspiration, consideration, and discovery, and becoming a more embedded part of digital commerce experiences.
Fynd Kaily is built to help retailers move beyond conventional FAQ-led chatbots towards conversational AI agents that participate more meaningfully in the commerce journey by functioning as a digital store associate, helping shoppers navigate a large catalogue, clarify what they are looking for, and make more confident product choices through an ongoing conversation.
