Ever watched AI quietly derail—or redefine—a customer journey before your eyes?
That invisible revolution is no longer hypothetical. It’s unfolding now, in India’s booming digital marketplace. With Flipkart acquiring a majority stake in Minivet AI, a 2024-founded GenAI and ML solutions startup, the boundaries between technology and customer experience just blurred a bit more.
This isn’t just a story about acquisition. It’s a story about acceleration—in how AI moves from backend efficiency to front-stage creativity. It’s about how a homegrown e-commerce giant turns to Generative AI to humanize online shopping—to make every interaction visual, conversational, and immersive.
And it’s also about the next major inflection point for Customer Experience (CX) in a digital-first India.
A transformational pivot for Indian e-commerce
Flipkart, one of India’s largest digital commerce players, signed definitive documents this week to acquire a majority stake in Minivet AI. The startup’s fast rise since its founding in 2024 made it one of the few full-stack GenAI partners capable of creating video content at scale from static product catalogs.
That means every image in an e-commerce listing can now dynamically evolve into a story—told through video, powered by AI.
For shoppers, it’s the difference between seeing a product and experiencing it. For sellers, it’s the ability to publish millions of polished videos in hours instead of months. And, for the system as a whole, it’s a rearchitecture of discovery itself.
And Flipkart, always a pioneer in bringing technology-led innovations to the mainstream, sees this as a cornerstone for its GenAI future.
“Acquiring Minivet AI is a strategic investment that will enhance Flipkart’s core GenAI capabilities by the integration of niche talent and advanced proprietary technology… These are critical for addressing the rising industry trend of visual-first and video-first commerce.” — Ravi Iyer, Senior Vice President – Corporate, Flipkart
This quote doesn’t read as corporate rhetoric—it reads like a strategic blueprint. Because today’s e-commerce world operates on visual-first interaction, and tomorrow’s will demand conversational intelligence layered on top.
That’s the horizon Minivet AI operates in.
Inside Minivet AI’s advantage
Founded by Aditya Rachakonda, Minivet AI built its name on two CX levers that traditional AI pipelines have struggled to balance: quality and scale.
Unlike generic video generation tools, Minivet AI’s model orchestration framework optimizes visual fidelity, context retention, and semantic alignment—at a fraction of production cost. When applied to the retail ecosystem, that means one thing: speed without compromise.
“This partnership with Flipkart is a pivotal moment for Minivet AI. It allows us to accelerate the deployment of our proprietary GenAI solutions, from catalog videofication to conversational search, directly onto India’s leading e-commerce platform at scale.” — Aditya Rachakonda, Founder, Minivet AI
At its core, Minivet AI is not just a video generation company. It’s a full-stack AI partner capable of handling the contextual intelligence required for executing personalized, media-rich CX experiences across catalog, conversation, and commerce layers.
That’s the future Flipkart just bought into.
Why this matters for Customer Experience (CX)
Every CX leader knows that the digital experience gap—the space between what customers expect and what digital systems deliver—is widening. AI can either magnify the gap or close it entirely, depending on how it’s architected.
In Flipkart’s case, the partnership with Minivet AI creates a new CX flywheel powered by GenAI:
- From discovery to delight: Instead of text-based search and static grids, customers engage with visual narrative-driven content.
- From product to personality: Video and conversational AI can convey tone, context, and value far better than pixels on a screen.
- From browsing to belonging: AI-curated journeys respond dynamically to user emotion, interest, and behavior.
These transitions fuel what CXQuest defines as the Experience Compression Curve—when technology collapses the distance between curiosity and conversion.
By embedding Minivet AI’s technologies into Flipkart’s ecosystem, the company effectively turns every interaction node into an intelligent experience surface. Every click, scroll, or query now becomes an opportunity to personalize.
And as retail worldwide moves toward AI-defined CX, this integration marks India’s entry into the era of experience orchestration.
The GenAI advantage: from backend to brand front
Generative AI no longer belongs just in content labs or R&D divisions. It has become the branding engine itself.
Three critical dimensions stand out in Flipkart’s investment strategy:
- Operational Velocity: GenAI collapses production cycles for media and content. Faster A/B testing, faster deployment, faster response.
- Engagement Depth: Visual and conversational content consistently outperforms static content in dwell time and conversion.
- Cognitive Consistency: AI systems aligned with brand tone across channels ensure CX coherence—an increasingly elusive advantage.
Flipkart appears to be aligning precisely along these dimensions. Its history of pioneering Cash on Delivery, No Cost EMI, and digital payment innovations demonstrates a pattern: customer-first innovation backed by scalable tech.
This time, the leap involves AI that speaks, shows, and sells.
Decoding the CX impact: what this means next
1. CX personalisation multiplies.
With thousands of micro-videos powered by Minivet AI, Flipkart can now personalize visual experiences by geography, preference, and shopping history.
2. Conversational commerce standardizes.
Minivet AI’s conversational search and semantic frameworks bridge the UX divide between chatbots and guided navigation—making discovery feel human again.
3. Seller ecosystems evolve.
Micro-entrepreneurs benefit from AI-generated listings that no longer need costly media production. Democratized GenAI support equals more seller inclusion.
4. Customer empathy scales.
When AI can detect sentiment through context—what users watch, skip, or click—it offers precise emotional signaling for experience refinement.
5. Hybrid experiences emerge.
Tomorrow’s online shopping blends visual feeds, voice assistance, and generative storytelling. CX becomes both immersive and intuitive.
A redefinition of “platform innovation”
The old definition of platform innovation was about features. The new one is about experience fluidity—how easily a customer can move between discovery, decision, and delight.
Flipkart’s GenAI foundation, powered by Minivet AI, moves India’s retail industry closer to this new definition.
Internally, Flipkart gains AI-native competencies—the kind that expand beyond e-commerce into logistics, customer support, and brand storytelling. Externally, it positions itself as a CX thought leader, shaping how 500 million users will engage with digital marketplaces in the next half-decade.
That ripple effect could redefine how Indian digital ecosystems compete for loyalty, not just traffic.
The human lens: from automation to augmentation
What makes this story relevant to CX professionals is not the technology alone—but what it signals about the evolving human-AI interface.
Automation replaces. Augmentation empowers.
Flipkart’s investment represents the augmentation model—AI as an enabler of empathy and creativity at scale. When a system can understand a customer’s intent beyond clicks—when it can show rather than tell—CX moves from reactive to predictive.
It mirrors what we increasingly see across industries: GenAI as an interface revolution, not just a backend revolution.
Minivet AI’s tech allows Flipkart to compress the emotional distance between brand promise and digital delivery. That’s the truest measure of CX maturity.
Signals for CX leaders
Four takeaways for CX professionals tracking AI adoption:
- Join the shift from automation to narration. CX isn’t just faster—it’s more expressive.
- Invest in multimodal AI. Visual and conversational AI together create richer engagement loops.
- Bridge data and creativity. The future CX stack requires both storytelling and semantic data strategy.
- Redefine ROI as “Return on Immersion.” Customer satisfaction is now measured in experience depth, not just NPS.
AI-driven customer experience is no longer about doing more with less. It’s about feeling more with more—building depth at scale.
Toward a GenAI-powered CX ecosystem
As Flipkart integrates Minivet AI into its operational and experiential backbone, the symbolism runs deeper than corporate alignment—it marks a national milestone.
India’s largest e-commerce player is now structuring itself around experiential architecture, not transactional logic. The experience itself becomes the product.
For CX professionals, this moment offers both a signal and a roadmap—how to blend GenAI innovation with human-centered experience design.
To explore more insights, frameworks, and thought leadership on AI-powered Customer Experience transformation, visit
CXQuest.com
