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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Online fashion shoppers want to browse the way they talk; naturally, intuitively, without rigid filters or keyword guesswork. They want to describe what they're looking for in their own words and discover options that genuinely match their needs.

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Run-of-the search bars and chatbots aren’t built to deliver this.

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• Rigid filters, unnatural input: Shoppers can’t just say “beachwear” or “something pastel for work.” Instead, they’re forced to break intent into multiple filters like “t-shirt + floral + light colors”
• Limited discovery pathways: Browsing by category is time-consuming and often leads to dead ends if shoppers don’t know exactly what they want
• One-size-fits-all experience: Shoppers receive the same results, regardless of their context or preferences

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AJIO needed an AI assistant that could understand intent, suggest contextually, and guide shoppers through their journey just like a helpful store associate would.

The Solution

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AJIO launched ZIP, a conversational AI assistant designed for how people actually shop. Powered by Kaily, ZIP combines natural language understanding with real-time product recommendation logic.

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It takes vague, human use case-led queries and returns highly relevant results that help shoppers find the right products and get proactive help.

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• Search in your own words: Understands natural, intent-led queries like “What’s a good gift for a teenage girl?”
• Smart suggestions: Recommends products based on context, style, and user preferences
• Personalized deals: Helps users unlock prices and offers tailored to their needs
• Built as a chatbox: Let's users explore, refine, and ask follow-ups, just like texting a store associate

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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.