Zepto ATOM integrates AI-enabled 'consumer persona' for brands

Zepto, India’s quick commerce platform, has launched a significant upgrade to its brand intelligence suite, ZEPTO ATOM, by introducing the ‘Consumer Persona’ feature. This new addition is designed to help brands gain a deeper understanding of consumer behavior, including purchasing patterns, motivations, and ways to engage specific customer segments.

The 'Consumer Persona' aims to transform traditional static dashboards into interactive sessions, allowing brands to diagnose reasons for customer drop-offs, understand non-buyers, optimise ad spending, and aid in product launches. Devender Meel, chief business officer, Zepto, stated, “With ‘Consumer Persona’, brands can finally move beyond static dashboards and now can have interactive sessions to gauge customer insights. ZEPTO ATOM now acts as an intelligent co-pilot — turning what used to be a multi-week, multi-agency process into real-time, data-led action powered by Zepto’s unique 1st-party insights.”

At its core, the feature uses Zepto’s data science model to create dynamic consumer profiles. Brands can now explore detailed customer intelligence at city and category levels, covering demographics (age, gender, affluence) and psychographics (diet preferences, cart correlations, brand loyalty, frequency, and timing of purchases). This enables precise audience segmentation and tailored brand strategies.

Shriram, head of e-commerce at Tata Consumer Products, joining the fleet of brands that power through ZEPTO ATOM commented, "Our objective is continuous innovation to maintain market leadership, and Zepto ATOM exemplifies this commitment. While we engage with all major e-commerce channels, the insights provided by ZEPTO ATOM, particularly through Zepto GPT and its granular PIN code-level Geo insights, are exceptionally advanced and represent an industry first. This capability enables us to discern demand and consumer behavior with unprecedented speed, facilitating faster strategic adjustments and improved service to our customers."

The Persona experience now goes beyond insights to power ‘Insights-in-Action’—a real-time decision-making toolkit that enables brands to:

• Chat with Synthesised Personas: Engage with AI-powered personas—like interacting with thousands of real customers—to test marketing ideas, pricing, messaging, and more.

• Run Precision Campaigns: Launch hyper-personalized ads and promotions tailored to specific buyer needs, improving conversions and return on ad spend.
  

Coming soon, brands will also be able to run city-specific quantitative surveys to validate ideas and deploy sampling campaigns that reach untapped, high-potential audiences for meaningful feedback.

"In my experience with various e-commerce brand portals, ZEPTO ATOM's detailed insights, driven by Zepto GPT and granular PIN code-level Geo insights, are truly revolutionary and a market first. This level of analytical depth allows users to quickly uncover critical data points that traditionally required days of manual number-crunching." added Ananth Narayan, founder, Mensa Brands. 

From legacy FMCG giants like Mankind Consumer, Mars, Henkel, and Bagrry’s to breakout D2C challengers such as The Whole Truth, Zoff Foods, Sid’s Farm, and Anveshan, over 100 brands across categories are now actively using Zepto ATOM to accelerate decision-making across product, pricing, and promotions. Since its launch in May 2025, the platform has seen over 1,500 brands engage during the trial phase, logging more than 40,000 hours of usage — positioning Zepto ATOM as the go-to growth engine for brands operating in the fast-paced world of quick commerce.