India, July 22 -- Fashion ecommerce is entering a new era. The first was about adding intelligence to the customer journey: better search, smarter recommendations and chatbots that could answer routine or generic queries. The current phase is more dynamic, with AI reshaping marketplace operations.

Instead of asking shoppers to browse thousands of products, marketplaces are trying to build experiences around each individual. Search, recommendations, styling, fit and even storefronts are becoming more dynamic than ever.

Our conversations with Myntra's leadership, a look at Nykaa's latest investor roadmap, and Meesho's own AI rollout point to this shift. At Myntra's Tech Day, CPO Lakshminarayan Swaminathan described this as reimagining the...