IndiaMART plans to sharply increase its investment in artificial intelligence to reduce fake listings, improve content checks and speed up buyer interactions, a senior company executive told Reuters.

Chief Product Officer Amarinder S Dhaliwal said the company plans to double its AI spending every six months, although he did not disclose the budget. IndiaMART spent about Rs 2.26 billion on technology and content in FY26.

AI rollout expands: The B2B marketplace is using AI to detect proxy seller accounts by identifying patterns across profiles. It has also introduced real-time voice-to-text tools to process buyer requests, replacing work previously handled by call centre employees. The company said it is building some AI tools internally while also working with external AI firms, but did not identify its partners.

The latest push builds on IndiaMART’s broader AI strategy. In recent earnings calls, the company said it had rolled out AI-powered features such as chatbots, photo search, AI voice agents, and multilingual search. It also stopped reporting website traffic, citing the rise of AI agents, chatbots and bot traffic as making the metric less reliable. 

Trust and legal challenges: The push comes as IndiaMART continues to face scrutiny over counterfeit and harmful listings. The platform was included in the U.S. Trade Representative’s 2022 “Notorious Markets” list over concerns about counterfeit goods. Dhaliwal said AI is helping the company identify two major types of problematic content: sellers with malicious intent and prohibited listings, including drugs and firearms.

The company has also faced other challenges in recent months. Earlier this month, the Delhi High Court ordered the removal of several fake websites that impersonated IndiaMART and were allegedly used to steal seller accounts and financial information through phishing schemes. The court directed hosting providers, WhatsApp and other entities to help disable the fraudulent infrastructure.

Separately, in May, the Calcutta High Court refused to direct OpenAI to include IndiaMART links in ChatGPT responses. IndiaMART had argued that its exclusion from ChatGPT reduced visibility for businesses on its platform, but the court held that a company cannot compel a service provider to display its links.

Business scale: IndiaMART operates as a marketplace connecting buyers and sellers across categories ranging from consumer goods to industrial equipment, but it generally does not oversee transactions. The platform currently matches around 600 buyers with suppliers every minute, attracts about 90 million monthly visitors and hosts around 220,000 sellers. With a buyer conversion rate of about 45%, the company aims to eventually expand its seller base to one million.

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