Jidnya Shah

Jidnya Shah is a seasoned AI and machine learning leader with over 20 years of experience building applied AI systems across digital commerce, trust and safety, and large-scale identity systems. 

As Head of AI at Wayfair India Technology Development Centre, she leads data science teams focused on customer understanding, personalisation, search intelligence, marketing science, and advertising optimisation.

Throughout her career, Shah has worked at the intersection of machine learning, product innovation, and enterprise-scale transformation. At LinkedIn, she contributed to AI-led content moderation systems, helping improve platform trust and safety. 

Her earlier work in biometrics included fingerprint, iris, and face recognition systems for large-scale identity and authentication use cases, including Aadhaar. At Wayfair, she has played a pivotal role in advancing data science capabilities across recommendations, customer engagement, marketing intelligence, and supplier advertising.

In her current role, Shah is driving strategic AI programmes including GenAI-powered customer insights for personalised recommendations, agentic query rewriting to improve search relevance and customer discovery, AI-led campaign optimisation for suppliers, and next-generation decisioning across marketing channels such as email and push. Her teams are also exploring agentic AI and reinforcement learning to automate complex advertising workflows and improve supplier outcomes.

She holds multiple granted patents and has published in leading AI and biometrics forums. Passionate about responsible, scalable AI, Shah is committed to advancing enterprise AI adoption while developing strong AI talent in India.