How AI can help brands improve engagement

The use of artificial intelligence (AI) in the West is several steps ahead of markets like India, with brands like Amazon taking it to a whole new level by introducing Amazon Go. The store works on the mechanism of a customer scanning a code on the Amazon Go app to enter the store and can pick items off the shelves using AI algorithms. Although not as developed, in India, too, several brands are waking up to the immense potential of AI and its effectiveness in reaching out to consumers. Companies like Myntra are designing fashion lines using its AI platform Rapid. It picks up signals from the sales catalogue and public images from the Web through geolocation to figure out what is trending.