Say hello to ‘Maya’, Myntra’s latest addition to its AI world of fashion
Myntra introduced Maya, a virtual fashion influencer , before the company’s current 18th biannual ‘End of Reason Sale’ (‘EORS’), to attract audiences from everywhere, especially GenZ.
Highlights
- Myntra focuses on increasing AI integration to enhance customer experiences
- The e-commerce platform labels Maya as its bold and trendy innovation
India’s first virtual influencer named, Kyra, was launched in 2022 by Huimanshu Goel, business head at Top Social India, and now comes another virtual iteration, named Maya from fashion brand Myntra, the e-commerce platform owned by Walmart.
According to Sunder Balasubramanian, Myntra’s Chief Marketing Officer, “Maya, a distinctive figure of Myntra Fashion Forward (FWD), will function as an influencer on social media and also be part of Myntra’s social commerce on the Myntra Studio platform.”
The launch of Maya is said to build resonance with Myntra’s burgeoning GenZ audience. While emphasising on the mass approach of this AI bot, the company further mentioned this virtual avatar to match pace with Myntra’s current content creators in order to enhance the overall end-to-end customer experience.
Maya to make shopping experience interactive
As per the recent information, Maya will jointly establish trends and help users identify them in collaboration with Myntra’s influencers, facilitating a simpler and interactive shopping experience. This digital avatar, who goes by the Instagram account @maya_unlimited, is assumed to be living in Bengaluru within the virtual world of Myntra, said Balasubramanian.
Launching alongside Myntra’s 18th biannual ‘End of Reason Sale’ (‘EORS’), Maya will act as the ‘style hacker’ for Generation Z, and thus provide information on the ongoing deals and trends. “We are leading the way with Maya, who will reinvent fashion with her trendy and bold style, likely to appeal to fashion-forward individuals countrywide,” stated the head marketing officer of the company.
E-commerce platform eyes big on AI integration
The 'Virtual Influencers Survey 2022' data shows that 58 percent of respondents follow at least one virtual influencer, with 27 percent of them doing so for the content, 19 percent for the narrative, and 15 percent for the inspiration they offer.
Given the company’s prior AI integration of MyStylist and MyFashionGPT, Myntra is on an AI integration binge. It must be noted that MyStylist is a virtual personal stylist for users and MyFashionGPT , enables users to perform searches in a more conversational manner rather than solely relying on keywords.
"These tools assist users in discovering exciting offers in a way that best suits them,” said Balasubramanian. In order to serve a wider spectrum of customers, the platform has further enhanced its technology by enabling search in more than 11 languages.
