How Flipkart Is Using AI To Move Beyond Keyword-Led Product Discovery

Flipkart is utilizing AI to transition away from search methodologies relying solely on keywords. The goal is to better understand what customers desire, pose follow-up queries, and dynamically adjust recommendations based on their browsing habits. Speaking at Inc42's inaugural 'The CTO Summit 2026', Flipkart's Chief Technology Officer Balaji Thiagarajan explained that the company's personalization approach integrates several aspects such as search, conversations, voice, visual inputs, and content feeds.

He remarked that the company's search infrastructure has transitioned to an AI-native model. Thiagarajan described AI Mode as an evolution of the search bar that can operate between transactional queries and dialogues. If a shopper's request is broad, the system can pose additional questions to refine the specified requirements.

Moreover, customers can employ voice or visual inputs to articulate their needs. The firm is also tailoring browsing feeds to interactions within a shopping session. For example, if a shopper interacts with shoes, subsequent recommendations will predominantly feature footwear. The ultimate objective is "N=1" personalization, an experience uniquely tailored to each individual.

This necessitates a deep understanding of customers' preferences and the constant adaptation of the platform experience, all while responsibly managing their data. Operating in India, with over 22,000 postal codes, also requires accommodating various languages and interaction styles. Thiagarajan noted that customers in Tier II and III cities may be less comfortable shopping in English and have introduced alternatives to typing.

This includes supporting multiple languages and introducing multimodal interactions. Now, in addition to visualizing items via pictures, customers can voice commands or watch videos and say, "This is something I want to buy," and the system should be able to comprehend. Looking ahead, Flipkart aspires to be the customer's "personal concierge for shopping", accessible through their preferred channels and at their chosen times.

The company foresees potential agent-led applications, such as suggesting products based on a shopper's requirements, scouting for deals matching their brand and price preferences, and replenishing frequently purchased household necessities. Customers can determine the extent of delegation based on their comfort level, ranging from assistance with shopping to autonomous actions, but "control will always remain with the consumer".

Earlier, Swiggy's Chief Technology Officer Madhusudhan Rao mentioned that the company is broadening access to its commerce services via external AI agents, enabling users to discover food, assemble carts, execute purchases, and reserve restaurant tables outside their own app.