How AI is shaping fintech operations and customer services

Artificial intelligence (AI) is being adopted across the financial services sector to enhance operational efficiency, customer experience, and risk management. Both individual institutions and the broader fintech industry are deploying AI in multiple areas to improve services and streamline processes.

Aditya Birla Capital’s AI initiatives

Aditya Birla Capital Limited (ABCL) highlighted its AI applications at the Global Fintech Fest 2025. The company established a Generative AI Centre of Excellence in 2023 and has deployed over 22 AI use-cases across sales, service, marketing, underwriting, and customer onboarding.

Tools such as Sales Assist, Service Assist, Audit Assist, and Marketing Assist support internal teams with AI-driven training, workflow automation, and instant product support.

Agentic AI applications have also been integrated into customer-facing processes, including onboarding, claims management, and tele-sales.

Consumer-focused features include SimpliFi, a personal finance assistant that provides insights on credit, health, and spending, and Know Your Policy, which helps analyze health insurance policies. Other offerings include Protection Amplified, integrating health, insurance, and legacy planning services, and ConseQuest, an interactive financial education simulation.

ABCL reported steady growth between FY22 and FY25, with its NBFC and housing finance lending book rising at a 33% CAGR to ₹1.57 lakh crore and total assets under management increasing from ₹3.70 lakh crore to ₹5.11 lakh crore.

Industry-wide AI applications in fintech

Beyond ABCL, fintech companies are deploying AI across a range of functions:

Fraud detection and prevention: Algorithms analyse transaction patterns to identify and mitigate fraudulent activities in real-time.

Credit scoring and risk assessment: Machine learning models assess creditworthiness by analyzing diverse data points, supporting more accurate lending decisions.

Customer service automation: AI-powered chatbots and virtual assistants handle customer inquiries efficiently.

Personalised financial recommendations: Systems analyse individual financial behaviors to provide tailored investment and savings advice.

Predictive analytics: AI tools forecast market trends and customer needs, assisting strategic planning and decision-making.Read about our editorial guidelines and ethics policy