The rapidly evolving Indian startup ecosystem has witnessed the sprout of around 60 generative AI startups, attracting substantial funding and indicating a rise in market interest. Besides the challenges with limited formal adoption across brands, there are budget constraints affecting investments in advanced technologies, widespread concerns on data privacy and scarcity of expertise in managing generative AI deployment. In general, 2023 was a year of exploration, showcasing the potential avenues while emphasising the need to address significant challenges for widespread AI adoption in the future.

Below are a few Indian consumer companies that adopted generation AI in 2023.

Ola

Ola launched Ola Assist, a voice-based AI assistant which improves rider and driver experiences. They have deployed generative AI for vibrant ride pricing by precisely predicting demand and traffic. Their CEO, Bhavish Aggarwal, recently launched an AI chatbot named Kutrim, India’s first language model. The route optimisation algorithms integrated with AI will enhance driver efficiency by offering optimal routes. Using generative AI, they have also optimised the ride recommendations.

Paytm

The leading Indian FinTech company Paytm uses generative AI to optimise its operations. They have streamlined their workforce by replacing 10% of their workforce with AI-driven automation and concentrating on sales, operations, and engineering teams. The company envisions generative AI reshaping customer care services through natural conversations, personalised assistance, and proactive issue resolution. 

Zomato

In 2023, Zomato explored generative AI by enhancing customer-facing elements and backend tools in personalising interactions and easing processes. Their partnership with Microsoft Azure involved planned partnerships by integrating LLMs from Azure OpenAI Service for data privacy. Zomato has also introduced Zomato AI, an intelligent foodie companion for their customers. The chatbot understands users’ preferences, dietary needs, and moods.

Swiggy

Swiggy has integrated generative AI to improve the user experience and streamline operations. Their introduction of a custom neural search engine for common enquiries provided personalised food recommendations. The achievement of dine-out paved the way for an AI-powered virtual bot, streamlining restaurant selection. Swiggy has also explored various use cases of generative AI in supporting restaurants and delivery partners to optimise operations and routes. 

BYJU’S

In 2023 BYJU’S made an impact by integrating generative AI through their suite BYJU’S WIZ, stressing learning and effective delivery of education. The suite also features BADRI, MathGPT, and TeacherGPT that harness AI transformers to observe student data and customise learning experiences. BYJU’S has also explored various AI applications that help in content creation, generating practice questions, adaptive learning paths, and personalised feedback. 

IndiGo

IndiGo leveraged generative AI in 2023 using GPT-4 by launching their chatbot called 6Eskai. They partnered with Microsoft to develop custom builds tailored to their exact requirements. 6Eskai operates as a specialised customer service chatbot with a model boasting 1.7 trillion parameters strategically honed for airline-related information and functionalities. Its prime focus is to efficiently handle inquiries, simplify ticket bookings, and offer personalised recommendations within aviation.

Myntra

Myntra made a considerable stride in 2023 by integrating generative AI in its platform with MyFashionGPT, a notable initiative in partnership with Microsoft. It is an AI-based shopping assistant that improves traditional search functionalities, comprehends complex user queries, and provides complete looks across several categories. They have also made a stir by introducing their first premium virtual fashion influencer, Maya. Along with that, they are also using generative AI in customer support and automation.

Flipkart

Flipkart explored generative AI by leveraging Flippi and large language models to personalise product recommendations and improve shopping efficiency. The semantic search technology strengthens user intent understanding, surpassing keyword matching. Exploring image-led discovery and multi-modal search expands the options for spontaneous product discovery.

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