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.

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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 personalised 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.

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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 Kaily, to deliver better product discovery, smarter search, and real business impact.

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The Opportunity

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At the beginning of December 2025, Being Human was prepping for its biggest sales window of the year, celebrity ambassador Salman Khan's birthday sale from December 25-27. This is an annual high-intent shopping period that brings,

• Sharp traffic spikes
• An influx of first-time shoppers
• Heavy pressure on orders, billing, and refunds

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Customers expect instant answers about stock, sizes, order status, and returns during sales like these. Traditional support systems can struggle under pressure, leading to long wait times, inconsistent responses, and overwhelmed teams.

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The Being Human saw this as the perfect opportunity to implement a smart, autonomous solution that could manage end-to-end customer interactions without overwhelming teams. Given the sale timelines, they needed an AI solution that could go live quickly, handle multiple simultaneous use cases , and handle high-stakes sale traffic reliably.

The Solution

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Being Human needed an AI solution that could go live before the December 25-27 sale and handle real pressure without breaking.
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Kaily delivered:

• Fast deployment — Live in days, not weeks, with no lengthy pilot phase required
• Complete sale coverage — Built to handle product discovery, general support, order management, billing, refunds, and returns
• Unified experience — Single system across web and WhatsApp, eliminating fragmented workflows
• Scalable without overhead — Operated independently without restructuring teams or compromising customer experience

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The Result

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Discovery dominates as the #1 use case

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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.

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Quality is measurable

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ZIP is evaluated across six key metrics:

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

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With an average of 7.52 messages per conversation, shoppers aren't firing off quick one-liners and leaving. They're 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're ready to browse, compare, and buy.