Myntra unveils its virtual fashion influencer Maya

Ecommerce platform Myntra has unveiled its first virtual fashion influencer ‘Maya’ to appeal to “tech-savvy GenZ customers.”

The company launched the Aritificial Intelligence-based virtual influencer ahead of its biannual sale. Maya will provide insight into trends and deals to customers, it said.

Myntra said its virtual influencer “advocates body positivity, mental health, and inclusivity.”

The company has also set up Maya’s Instagram profile under the username, “maya_unlimited,” and it has garnered more than one lakh followers on the social media platform.

Myntra has been integrating AI into its operations. On May 24, the ecommerce firm said it is integrating generative AI chatbot ChatGPT on its app for better product discovery. It also launched MyFashionGPT, which allows users to conduct searches in a more conversational manner. The AI-based assistant can keep refining its results as follow-up queries are posted by the user.

Myntra also introduced MyStylist, a digital personal stylist for users.

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In a blog post, Myntra’s chief marketing officer Sunder Balasubramanian said, “Maya embodies the very essence of Myntra’s core values, democratizing fashion through technology and championing inclusivity and empowerment.””The launch of Maya solidifies that position further by harnessing the potential of the immersive Myntra virtual universe to engage our GenZ shoppers more effectively,” he said.

The etailer is already exploring the potential of its virtual influencer to conduct lives on Myntra’s app.

Apart from Maya, other brands have also introduced their own virtual influencers in India.

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