In the 2006 film, The Devil Wears Prada, actor Meryl Streep who plays Miranda Priestly, a powerful fashion editor, gives her new assistant a dressing down for not understanding fashion. She tells her that fashion is whatever a select group of designers say it is. But what she fails to anticipate is how these czars of style will one day be challenged on their own turf by another set of fashionistas: machines. As artificial intelligence (AI) pervades almost every field today, lines of an algorithm are now sashaying down the catwalk. India's fashion and retail industry too have started to rely on the power of machines to come up with the latest styles.

The next time you shop on fashion website Myntra, you might end up choosing a t-shirt designed completely by a software--the pattern, colour and texture-without any intervention from a human designer. The first set of these t-shirts went on sale four days ago. This counts as a significant leap for Artificial Intelligence in ecommerce. For customers, buying online might seem simple--click, pay and collect. Behind the scenes, from the warehouses to the websites, artificial intelligence plays a huge role in automating processes.

The next time you shop on fashion website Myntra, you might end up choosing a t-shirt designed completely by a software--the pattern, colour and texture-- without any intervention from a human designer. The first set of these t-shirts went on sale four days ago. This counts as a significant leap for Artificial Intelligence in ecommerce. For customers, buying online might seem simple--click, pay and collect. Behind the scenes, from the warehouses to the websites, artificial intelligence plays a huge role in automating processes.

The next time you shop on fashion website Myntra, you might end up choosing a t-shirt designed completely by a software - the pattern, colour and texture-without any intervention from a human designer. The first set of these t-shirts went on sale four days ago. This counts as a significant leap for Artificial Intelligence in e-commerce. For customers, buying online might seem simple--click, pay and collect. Behind the scenes, from the warehouses to the websites, artificial intelligence plays a huge role in automating processes.

Fashion portal Myntra, part of India's top e-commerce group Flipkart, aims to use smart technology such as artificial intelligence to enhance consumer experience as it looks to drive growth and turn profitable in the next fiscal year. India's e-commerce market is forecast to grow to $188 billion in a decade as more and more of its 1.2 billion people log on to smartphones and PCs in the world's fastest-growing internet services market. Players such as Flipkart and Myntra took a page out of Amazon's playbook to offer cash-burning discounts when they launched in 2007 but are now increasingly tailoring their products and experiences to capture a burgeoning Indian market. Enhancing the consumer experience through technology is key to driving long-term growth, Ambarish Kenghe, Myntra's head of product told Reuters in a telephone interview on Thursday. "This is a little bit like a [cricket] test match - you stay on the pitch and the runs will come," Kenghe said.