The fintech company announced the two initiatives at the Global Fintech Fest 2026 on Wednesday (Septembr 9).
AI assistant integrated into merchant app
Called BharatPe Agentic AI, the assistant is integrated into the BharatPe for Business app and has been developed using Google’s Gemini Enterprise Agent Platform on Google Cloud.
According to the company, the system is connected to more than 60 live systems and can use information such as a merchant’s previous interactions, support tickets and activity on the app to respond to requests.
The assistant supports both voice and text interactions. BharatPe said merchants can communicate in Hindi, English, Hinglish and regional languages. The voice-based system is designed to handle requests without requiring users to navigate an IVR system.
The company said the AI assistant can help with issues such as complaints and chargebacks, and can also provide information about products such as loans, point-of-sale machines and credit card payments on UPI.
It can also follow up on requests and provide updates, according to BharatPe.
Credit Coach uses AI-generated videos
BharatPe has also introduced Credit Coach, a video-based feature available through the Credit Score section of its merchant app.
The feature is designed to explain a user’s credit profile and factors that may affect their bureau score. BharatPe said personalised videos are generated with user consent and use a digital avatar of former India captain Rohit Sharma.
Depending on the user’s credit profile, the videos can cover information such as the bureau score, active and total loans, upcoming overdue payments and written-off accounts, where applicable.
The company said the feature also provides general guidance on practices such as making repayments on time and managing credit utilisation.
Credit Coach is intended for different categories of users, including those with strong credit scores, overdue or written-off loans, no active credit history and those new to credit.
The feature is available in Hindi, Tamil, Telugu, Malayalam and Kannada, based on the language selected in the BharatPe for Business app.
AI also being used for merchant advertising
BharatPe said it has also been using AI-generated avatars in its My Shop My Ad initiative. The feature allows merchants to create advertisements featuring a digital avatar of Rohit Sharma promoting their businesses.
The latest launches expand the company’s use of AI across merchant support, credit-related information and advertising.
BharatPe CEO Nalin Negi said the company views AI as a way to make financial services more responsive and easier to use, while the company’s AI partnerships executive at Google highlighted the use of voice-based and multilingual capabilities for small businesses.
