A Study on AI-Powdered Virtual Shopping Assistants and Consumer Engagement: A Special Reference to Myntra App

In the rapid evolution of online shopping, artificial intelligence (AI) has played a significant role in improving customer experience and driving expansion. Myntra is a well-known online retailer in India that has been using AI to maintain its dominant position in the e-commerce industry. This study explores Myntra use of AI tools such as chatbots, machine learning, product recommendations, voice assistance, and visual discovery to deliver great product experiences and adjusts accordingly. As the retail industry undergoes significant changes due to digital transformation, the role of artificial intelligence in the form of virtual shopping assistants is becoming increasingly essential for delivering customized shopping experiences. This research investigates the influence of Myntra's AI-enhanced functionalities, including personalized product suggestions, style consultations, and automated customer service, on consumer behavior, satisfaction levels, and brand loyalty. The results indicate that the implementation of AI markedly enhances user engagement by providing personalized experiences, which subsequently leads to increased conversion rates and sustained customer loyalty. This paper adds to the discourse on how AI can revolutionize consumer engagement strategies within the fast-changing e-commerce environment.