Food delivery platform Swiggy is leveraging generative artificial intelligence (AI) to enhance customer experiences and personalize food images on its platform, according to Amitkumar Banka, head of growth marketing at Swiggy. By utilizing generative AI, Swiggy can create customized food images based on specific requirements and browsing behavior of individual users. This technology allows Swiggy to serve millions of customers by tailoring the name, description, and image of food items to each user’s preferences.
Banka highlighted that various teams at Swiggy, including corporate strategy, product design, and analytics, are exploring ways to integrate generative AI into their operations. Each team is developing its own use cases to leverage the potential of this technology and enhance different aspects of the customer experience.
Swiggy’s adoption of generative AI follows a similar move by its competitor Zomato. In June, Zomato announced its experimentation with generative AI and appointed a head of AI product development to drive these initiatives. Zomato aims to integrate AI across customer-facing features such as search and notifications, as well as backend tools like product photography and customer support.
In addition to its AI advancements, Swiggy recently introduced a new feature called ‘WhatTo Eat.’ This feature allows users to explore food options based on their mood and cravings, enhancing the discovery process and providing a more personalized experience.
The adoption of generative AI by Swiggy and its competitors underscores the increasing significance of AI-driven technologies in the food delivery industry. By leveraging AI capabilities, these platforms can deliver more tailored and engaging experiences to their users, helping them discover and order food more effectively.