Press · Inc42
When AI Is Your Shopping Wingman
Inc42's deep dive on AI shopping assistants - with our first-party data on what actually decides an AI recommendation.
June 9, 2026·by Palak Sharma·tru commerce
What the piece covers
Inc42's The Checkout examines how AI shopping assistants - Amazon's Rufus, Myntra's Maya, Flipkart's Flippi - are reshaping discovery and conversion in Indian ecommerce, and the emerging battle to be the recommendation rather than a search result.
The Deep Dive segment features our founder as the operator answering what moves the needle - with numbers from our own tracking data.
On the record
“In our data, 84.6% of the products ChatGPT recommends come from its cited sources.”
Viren Inaniyan, founder & CEO - over 95% of those citations are external sources, not brand pages