Aditya Birla Capital Limited announced the launch of a suite of AI-powered features and innovations on its omnichannel D2C platform - ABCD at the Global Fintech Fest 2025. This is in line with its mission of simplifying finance and delivering hyper-personalized, intelligent and seamless customer experiences across all channels. Aditya Birla Capital was among the earliest adopters of AI.
It set up an enterprise-wide Gen AI Centre of Excellence in 2023 to build scalable applications across businesses and drive impact on customer experience, capacity and cost. Driving Scalable Business Impact: The company has launched Gen AI Assist tools like Sales Assist, Service Assist, Audit Assist, and Marketing Assist to make business knowledge and AI capabilities widely accessible across various teams within the organization. These tools support sales teams with AI-based training, role plays, and instant product support to drive productivity.
Service assist helps contact centre agents handle customer queries and generate scrips for faster request processing and improved customer satisfaction; and reduce turnaround time by automating audit and marketing workflows. Further, Agentic AI applications are being embedded into customer journeys from onboarding, underwriting, and claims management to reduce processing time, turnaround time and cost. Gen AI voice bots are enhancing tele-sales, service, and retention journeys to drive scalability and cost efficiency.
These innovations have earned Aditya Birla capital recognition such as Microsoft's Top 50 Early Adopters in Gen AI at the IGNITE 2024, USA, and the Global Celent Model Bank Award 2025 for driving excellence in Generative AI. AI Features and Innovation Capabilities showcased at GFF: SimpliFi: Personal Finance Assistant: A suite of 7 AI-powered features to act as a personal finance assistant for customers. It offers personalized insights across credit, health, and spending, available under the MyTrack section.
It has three features of Market Pulse, Smart Signals and Goal Compass, which bring together intelligence, alerts, and guidance in one view. Customers can get guidance on market movements, portfolio insights, recommended actions and goal planning with multi-asset categories on one platform. Through Know Your Policy feature, SimpliFi decodes any health insurance policy, instantly showing coverage details and comparing alternatives, to help customers make informed health insurance choices.
Protection Amplified. In line with Aditya BirlaCapital 's 'heath-first' model, ABCD introduced 360-degree of protection for customers encompassing health-track, health-saver card which gives the benefits of dental, eye check-ups, pharmacy discounts, nutrition assistance etc., along with comprehensive personal insurance and digital will for legacy planning. ConseQuest: A first-of-its-kind life-simulation game that transforms financial education and awareness into an engaging, interactive experience.
Aditya BirlA Capital underwent significant transformation by reshaping its business model, based on the strategic approach of 'One ABC, One P&L' driven by 'One Customer, One Experience and One Team'. It laid a robust omnichannel architecture to build three digital platforms - Udyog Plus-B2B platform for MS-S.
