AJIO started as an online fashion retail store in India in 2016. A fast-growing company, AJIO has become a leading online shopping destination for many.

As AJIO's website continued to see more and more visitors, it realized that two of the things that needed to change were how customers found their products and how they received assistance from customer support. An FAQ-style bot was not enough to meet the demands of the increasing volume of customers on AJIO's website.

The problem with traditional search

Shoppers using AJIO's site needed to be able to search more like they would speak than how a database would interpret their words. They would search with phrases like “something pastel to wear to work” or “beach clothes for my vacation” and receive no relevant results. The issue with these types of descriptions is that the standard search tools are not built to understand them.

3 basic gaps existed in AJIO's search that caused the ineffectiveness of the site for shoppers.

Rigid, filter-based searches 

Shoppers had to break down the intent by applying multiple filters (category, colour, type) to find an item. Natural language searches produced no results.

Limited browse paths

Shoppers could browse by category, but it was a slow process, requiring multiple attempts to identify what they wanted, especially for those with no particular item in mind.

No personalization

Each shopper received the same search results, regardless of context, preference, or intent.

AJIO needed a way to understand what a shopper was trying to find - instead of just how they typed it.

The solution: Building a better shopping experience 

AJIO has released a new shopping assistant called "ZIP” - a master conversational AI assistant that is built upon Fynd’s AI agent automation and is built for the way people truly shop. It uses natural language understanding to interpret what you say and combines that with real-time product recommendations to answer your questions and suggest products that fit what you're looking for.

Think of ZIP as your personal assistant- a store associate available to you anytime you need it via your app.

“At AJIO, we’ve always believed that discovery should feel effortless. With ZIP, we are giving shoppers a smarter way to explore with conversational AI.”

Anand Thakur

Chief Product and Technology Officer, Ajio

Here’s what ZIP is capable of doing

Search using your own words

ZIP understands natural language searches (budget, style, occasion) and returns relevant, accurate results without requiring rigid product category filters.

Intelligent recommendation

ZIP provides recommendations based on contextual signals with no category or keyword-based restrictions.

Personalized promotions

ZIP helps shoppers unlock prices and offers tailored to their specific needs, making it easier to find the right product at the right price.

Conversational shopping experience 

Built as a chat box to allow shoppers to ask follow-up questions, refine their search choices and engage in two-way discussion just like you would with a helpful store associate.

Results: The answer was immediate and consistent

Discovery became the #1 use case

Product discovery conversations make up about 90% of ZIP engagements, showing real customer use. The 99% positive response to the Product Discovery Query (PDQ) indicates customers effectively use ZIP to uncover desired items.

Quality has clear indicators

• Empathy: Do replies from the assistant appear to be a human response helping others? 
• Persona alignment: Does it sound like AJIO and matches their branding
• Conversation engagement: Are customers remaining engaged to keep the conversation going? 
• Emotional tone: Is the assistant friendly, clear and supportive through their responses
• Resolution Effectiveness: Is the assistant able to provide users with an answer? Response relevance: Are the answers the users receive contextually relevant?

ZIP maintains consistent monthly performance, scoring between 7.0 and 9.0 in empathy, tone, and relevance, building shopper trust.

Shoppers stayed in the conversation

Shoppers stay engaged, averaging 7.52 messages per conversation, using back-and-forth interactions to explore products.

AI activity mirrors real shopping behavior

ZIP usage peaks between 8:00 PM and 11:00 PM, especially at 10:00 PM, reflecting shoppers’ typical browsing and purchasing habits.

Smooth shopping experiences with AI agent automation

Fynd’s AI agent automation is a smart digital store assistant who helps shoppers by answering questions, guiding choices, and providing information. Unlike human associates, it is always available and can assist many customers at once. 

On AJIO’s e-commerce site, an AI agent acts like a personal shopper, giving customers confidence, helping them find more products, and offering support whenever needed. Fynd shows how AI can assist shoppers like a store associate. 

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Want to build a smarter shopping experience for your customers?