Amazon, Swiggy and Zepto race to build agentic AI shopping in India
Amazon deploys customer-memory and its Rufus assistant while Zepto's in-house Zap agents cut resolution times 75%, as 48% of Indian retailers pilot GenAI. The agentic market is pegged at $5.7B in 2025, projected to reach $65.5B by 2033 at a 35% APAC CAGR.
Amazon, Swiggy and Zepto are deploying agentic AI in India—Amazon via a customer-memory system and Rufus assistant, Zepto via its in-house Zap support agents cutting resolution times 75%—amid rising retail AI adoption.
Why this matters
The AI push follows Amazon India trimming cash burn across business domains in FY25 and drawing 70% of new Prime members from Tier-2/3 cities, signaling a shift toward efficiency and deeper market penetration.
Omni-channel activity holding steady with 777 signals recorded over the past 90 days.