Eternal Strengthens OpenAI Collaboration for AI-Powered Commerce Future

Eternal on Tuesday announced an expanded strategic collaboration with OpenAI to strengthen artificial intelligence capabilities across its consumer and enterprise ecosystem, including Zomato, Blinkit, District, and Hyperpure. The company said the move reflects its push to build AI as foundational infrastructure across its commerce platforms.

The partnership will also extend to Eternal’s social initiative. Feeding India and its AI-native venture Nugget, with a focus on deploying advanced AI tools across applications and internal systems. According to the company, the collaboration underscores the growing role of AI in India’s digital commerce sector and aims to improve user and partner experiences.

Eternal said it will work with OpenAI’s Enterprise API platform to explore new customer and partner interaction models, embed contextual AI assistants within partner portals, and experiment with next-generation search and discovery interfaces. The company plans to deploy OpenAI models across select use cases, including AI-assisted workflows for merchants and delivery partners.

Also Read: Nadda Introduces SAHI Roadmap, BODH Testing Platform for Health AI

“These efforts are aimed at making AI useful in everyday decisions and workflows while maintaining the reliability and speed our platforms require,” Eternal said in a statement. The company added that the initiative will support operational efficiency while enhancing platform intelligence across its ecosystem.

The collaboration will also cover Nugget, where OpenAI’s models will be used to accelerate product development and iteration. Internally, Eternal is evaluating the integration of OpenAI’s latest coding models, including GPT-5.3-Codex, into Stitch, its in-house automation and developer orchestration platform that powers end-to-end workflows.

Group CEO Albinder Dhindsa said the partnership will help the company better understand emerging AI implementations across both software development and real-world operations. He added that the collaboration is expected to expand Eternal’s ability to innovate and automate complex workflows while reducing manual overhead across functions.

Eternal and OpenAI are also exploring a structured Partner Upskilling Program aimed at accelerating AI adoption across the company’s restaurant and delivery partner network. The initiative will focus on deploying advanced AI assistants within partner applications to support compliance, operational efficiency, and business decision-making.

Also Read: Three Cousins Die in Bihar Car Crash Into Bridge Divider