Listed new-age companies use AI to tune their daily ops engine

The integration of artificial intelligence (AI) into the operational frameworks of listed new-age companies in India marks a significant shift in how these businesses are managing their daily operations. Recent earnings reports from companies like Nykaa, Lenskart, Delhivery, and Meesho reveal that AI is being leveraged not just for enhancing app features or product development, but as a core component of their operational strategies. This evolution is particularly noteworthy as these companies strive to demonstrate that they can achieve growth while keeping costs in check.

AI is being utilized across various operational functions, including personalizing customer discovery, enhancing marketing efficiency, streamlining logistics, managing customer support, reducing delivery failures, and boosting store productivity. The diverse applications of AI underscore a common theme: its extensive deployment in areas where scale, speed, and accuracy are paramount.

The Role of AI in Operational Efficiency

As these companies face increasing pressure to maintain growth without a corresponding rise in operational costs, AI emerges as a pivotal tool. By automating manual tasks and improving conversion rates, AI enables these firms to enhance productivity within existing teams and networks. For instance, Delhivery has implemented large language models and multimodal AI technologies across various operational facets, including voice, vision, location intelligence, and real-time transaction processing. This strategic deployment aids in optimizing order management processes—ranging from order manifestation to post-delivery—while also expediting the introduction of new technologies.

During an earnings call, Delhivery's management highlighted how AI is streamlining documentation, enhancing customer communication, and making claims handling more efficient. This has allowed the company to reduce the size of teams previously dedicated to claims and customer service, all without a significant increase in the technology team or inference costs.

In the consumer-facing sector, companies like Nykaa are employing AI to enhance the user experience. Nykaa has developed an online platform featuring an AI-powered skin scan that helps customers identify skin concerns and receive tailored product recommendations. Furthermore, AI is instrumental in personalizing the app experience for new users, especially where there is limited purchase or browsing history. This personalization extends to marketing efforts on major platforms such as Meta and Google, driving improved marketing efficiency.

Lenskart, the eyewear retailer, is also harnessing AI to boost productivity in physical stores. By implementing AI-driven scheduling and reducing eye-test cycle times, Lenskart has managed to accommodate higher customer footfall without increasing its workforce. This operational efficiency resulted in a 270 basis point improvement in employee costs relative to revenue in the March quarter. The company's strategic vision for 2026-27 is to transition from a consumer-tech company to a “consumer-AI company.” As Lenskart cofounder and CEO Peyush Bansal noted, the broader the application of AI, the greater its impact.

Meesho has similarly aligned AI with its operational efficiency goals. The ecommerce platform reports that over 70% of its code is now generated using AI, and its personalized feed engine, PRISM, drives more than 75% of orders. Additionally, its voice-shopping agent has improved conversion rates by 22% among users who engage with it. Meesho's address intelligence model has enhanced geocoding accuracy by 20 percentage points, leading to a 5% reduction in costs associated with misrouted deliveries. The company's voice and chat agents managed 19 million customer calls without human intervention in the 2025-26 period, resulting in a 23% decrease in customer support costs. As Meesho articulates in its shareholder letter, every cost-saving measure contributes to making previously unviable transactions feasible in the online marketplace.

Why it matters

The extensive application of AI in the operational strategies of these new-age companies underscores a transformative shift in how businesses approach efficiency and customer engagement. For creators and technologists, this trend highlights the growing importance of AI as a tool for enhancing productivity and operational effectiveness. As companies continue to adopt AI-driven solutions, the demand for skilled professionals who can develop and implement these technologies will likely increase.

Moreover, the successful integration of AI into daily operations serves as a testament to the technology's ability to drive growth while managing costs. This dual capability is crucial for companies navigating competitive markets where efficiency and customer satisfaction are key to sustaining success. As AI technology continues to evolve, its role in shaping the future of operational strategies will become increasingly significant, offering new opportunities for innovation and improvement across various sectors.