ET Soonicorns Summit 2025: How AI is personalising shopping in India

The future of retail isn’t just about selling products, but about anticipating what customers need before they know it themselves. While most retailers are still stuck in the “recognise and recommend” phase of personalisation (read: suggesting products based on past purchases), a new wave of AI-driven experiences promises to fundamentally reshape how Indians shop, both online and offline.

The transformation is already underway at companies like Reliance Retail and Razorpay. What they’re discovering is that true personalisation goes far beyond showing…