As conversational AI continues to reshape digital commerce, Nykaa has announced a multi-year strategic collaboration with OpenAI aimed at transforming how consumers discover and shop for beauty and fashion products. The partnership combines Nykaa’s retail expertise with OpenAI’s advanced AI capabilities to deliver more personalised, conversational, and intelligent shopping experiences across platforms.
As part of the collaboration, Nykaa Beauty and Nykaa Fashion are now available as connected apps within ChatGPT. This allows users to access Nykaa’s product catalogue and curated recommendations directly through conversational interactions.
The partnership will also see Nykaa working with OpenAI on the development of an emerging agentic commerce protocol. The initiative is focused on defining how beauty and fashion shopping experiences can evolve within AI-driven conversational environments.
The integration creates a new AI-native distribution channel for brands available on it’s platform, helping Indian and global brands reach consumers through the ChatGPT ecosystem.
Beyond ChatGPT, Nykaa plans to integrate OpenAI’s frontier models into its own platforms to strengthen product discovery, personalisation, and customer engagement experiences.
The company will also deploy tools such as ChatGPT Enterprise and Codex across business functions, including marketing, customer support, finance, and supply chain operations. These AI-powered tools are expected to enhance productivity and support employees in day-to-day workflows.
Nykaa’s engineering teams will additionally use Codex to accelerate the development of new AI-driven features and services.
Rajesh Uppalapati, CPTO of Nykaa, said: “Search-and-scroll shopping is a transitional technology. The future is conversational, agentic, and deeply personal — and that future is being built right now on both sides of this partnership.”
Nitin Bwankule, head of enterprise sales – India at OpenAI, added: “AI is changing how people discover products and make decisions, particularly in categories such as beauty and fashion where individual needs and context matter enormously. It has built deep expertise in serving Indian consumers, and we look forward to working together to create more useful experiences.”
The collaboration builds on it’s existing investments in intelligent commerce, including Skin Scan diagnostics, Virtual Try-On experiences, AskNykaa conversational discovery, and an AI Fashion Stylist. With this move, the company aims to strengthen its position in the growing AI-powered retail landscape.
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