AJIO is one of India’s leading fashion and lifestyle platforms serving millions of keen shoppers daily.

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As conversational AI and chatbots become mainstream, customer expectations are shifting fast. Shoppers today want personalised help, fast answers, and the freedom to search in their own words. The rise of natural language search is not a trend—it’s the new default.

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For ecommerce platforms, this shift is a clear opportunity. Filters and keywords are no longer enough. The brands that evolve will own attention. The ones that don’t will fall behind.

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AJIO has moved early. With ZIP, its AI-powered fashion assistant, it’s already delivering better product discovery, smarter search, and real business impact.

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The Opportunity

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Traditional search methods are growing old for modern shoppers. While ecommerce has evolved in design and assortment, the search bar experience has largely stayed the same. It's still structured, literal, and limited.

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But the way people shop has changed—it's more intuitive, contextual, and intent-driven.

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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 saw this as an opportunity to reimagine the search experience.

The Solution

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AJIO launched ZIP, a conversational AI assistant designed for how people actually shop. Built with Kaily, ZIP combines natural language understanding with real-time product matching and recommendation logic. It turns vague queries into relevant results and makes the experience feel effortless.

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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
• Built as a chat: Let's users explore, refine, and ask follow-ups, just like texting a store associate
• Personalized deals: Helps users unlock prices and offers tailored to their needs

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The Result

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ZIP is already showing strong traction, both in its performance and in how users respond. All these metrics can be viewed on the platform dashboard.

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Satisfaction is high: 86% of conversations are rated positive. With sentiment captured per chat, teams can review campaigns and identify chances to improve

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Quality is measurable

ZIP is evaluated across six key metrics:

Scores are consistently above 6–7, with response relevance and persona adherence trending above 8. This indicates the assistant is not only accurate but also delivers answers in a tone that feels right for the brand.