Flipkart is using artificial intelligence to transform product discovery by moving beyond traditional keyword searches to more conversational and personalised interactions, the company said at Inc42’s CTO Summit 2026. The platform now interprets shopper intent, asks follow-up questions, and adapts recommendations based on browsing behaviour, aiming to deliver a tailored experience for each user across India’s diverse languages and regions, Flipkart’s Chief Product and Technology Officer Balaji Thiagarajan explained.
Thiagarajan described Flipkart AI Mode as an evolution of the search box that integrates search, conversations, voice, visual inputs, and content feeds. When a shopper’s query is broad, the system narrows down options by asking clarifying questions. Users can also employ voice or images to specify their needs. The platform adjusts browsing feeds dynamically—for example, if a shopper interacts with shoes, subsequent recommendations focus more on footwear. This approach enables what Flipkart calls “N=1” personalisation, tailoring experiences to individual preferences while managing data responsibly.
The move reflects a broader shift in e-commerce from keyword-based search to AI-native systems that understand natural language and context. Flipkart’s AI-driven personalisation competes with global and local players enhancing user engagement through adaptive recommendations. Serving over 22,000 pincodes across India, the company’s AI also supports multiple languages and interaction styles, addressing the country’s linguistic diversity and varied consumer behaviours.
Flipkart’s AI Mode was unveiled at the inaugural Inc42 CTO Summit 2026, highlighting the company’s commitment to evolving its search technology. The platform’s ability to combine transactional queries with conversational interactions marks a significant step in personalising online shopping for millions of users across India.