Eternal Ltd, the parent company of Zomato, Blinkit and other consumer services has announced an expanded strategic partnership with OpenAI to embed advanced artificial intelligence capabilities across its platforms and business functions. The collaboration aims to accelerate the adoption of AI tools throughout Eternal’s extensive digital commerce ecosystem, from customer-facing apps to partner and internal systems.
Under the expanded collaboration, Eternal will leverage OpenAI’s Enterprise API platform to deploy powerful AI models across its portfolio including Zomato, Blinkit, its social impact initiative Feeding India, quick commerce platform District and its supply arm Hyperpure as well as within partner applications. Eternal plans to implement AI-assisted workflows designed to help merchants, delivery partners and internal teams make smarter, faster decisions, while experimenting with next-generation search, discovery interfaces and contextual assistants embedded in partner portals.
The initiative also extends to Nugget, Eternal’s AI-native venture, where OpenAI’s models will be used to accelerate product development and iteration. Internally, the partnership contemplates integrating advanced coding models such as GPT-5.3-Codex into Stitch, Eternal’s in-house automation and developer orchestration platform, to enable faster software delivery, automated complex workflows and reduced manual overhead across functions.
Eternal and OpenAI are also exploring a structured Partner Upskilling Program to help restaurant and delivery partners adopt AI tools and assistants, aiming to enhance operational efficiency, compliance and business decision-making across the ecosystem. This could see contextual AI tools integrated directly into partner-facing systems and portals to support day-to-day workflows.
The announcement positions Eternal at the forefront of AI-driven innovation within India’s digital commerce and quick-commerce sectors, underscoring how generative AI technologies are evolving from experimental tools into core infrastructure across consumer platforms and enterprise systems.
With markets increasingly eyeing AI integration as a key differentiator, investors are watching Eternal’s approach closely; its shares were in focus on trading sessions following the news as analysts consider how the expanded OpenAI deal could boost efficiencies and future scalability across the Zomato-Blinkit ecosystem.
