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New Delhi, India — India’s digital commerce ecosystem is entering a new AI-driven phase as Swiggy and Eternal Ltd announced expanded artificial intelligence integrations across their platforms at the India AI Impact Summit 2026.
The announcements signal a broader shift toward AI-first commerce, where conversational interfaces, automated workflows, and seamless in-chat payments redefine customer experience and operational efficiency.
Swiggy Introduces AI-Powered In-Chat Payments
Swiggy unveiled a new AI-enabled payment extension designed to allow users to complete transactions directly within chat interfaces. The feature has been developed in collaboration with Cashfree Payments and Mastercard.
The integration enables:
- Seamless in-chat ordering and checkout
- Reduced redirection to external payment pages
- Biometric passkey authentication instead of OTP-based flows
- Faster and more secure digital transactions
By embedding conversational AI directly into its ecosystem, Swiggy aims to make ordering food, groceries, and dining services more intuitive and frictionless.
Eternal Expands Strategic AI Collaboration with OpenAI
Meanwhile, Eternal Ltd — the parent company of platforms such as Zomato and Blinkit — announced an expanded strategic collaboration with OpenAI.
The partnership will deploy advanced AI technologies across Eternal’s consumer and enterprise platforms, including:
- AI-powered merchant and partner workflows
- Contextual AI assistants embedded within partner portals
- Enhanced search and discovery tools
- Automation tools integrated into internal product development systems
Eternal is also focusing on AI upskilling programs for restaurant partners and delivery networks, accelerating adoption of intelligent tools across its ecosystem.
Rise of AI-First Commerce in India
The expanded AI integrations by Swiggy and Eternal reflect a broader trend in India’s technology sector — moving from backend AI experimentation to customer-facing intelligent systems.
Key implications include:
- Smarter, conversational ordering experiences
- Faster and more secure payment processing
- Operational automation for merchants and delivery partners
- Improved customer personalization and engagement
As digital platforms evolve, AI is becoming central to commerce infrastructure rather than a supplementary feature.
Why This Matters for India’s Digital Economy
India’s consumer tech industry is highly competitive and innovation-driven. AI integration provides platforms with:
- Greater operational efficiency
- Improved customer retention
- Reduced friction in digital transactions
- Data-driven personalization at scale
With AI now embedded into payments, search, logistics, and merchant operations, Indian digital commerce is transitioning toward intelligent, automated ecosystems.
Source: https://www.financialexpress.com/business/news/swiggy-eternal-extend-ai-integrations/4146360/
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