GFF 2026: BharatPe launches agentic AI assistant for merchants, connects to over 60 live systems

BharatPe has launched an agentic AI assistant for merchants that can not just answer queries but take actions across more than 60 live systems, as fintech companies increasingly look to use AI to automate financial and business services.

Launched at Global Fintech Fest 2026 on Wednesday, BharatPe Agentic AI has been built using Google Cloud’s Gemini Enterprise Agent Platform and is integrated into the BharatPe for Business app.

The assistant is designed to understand a merchant’s business, interaction history and previous support requests, and act on their behalf. It can help with complaints and chargebacks, while also suggesting relevant products such as loans, credit cards on UPI and point-of-sale devices.


BharatPe said the assistant can combine voice and chat interactions, allowing merchants to speak to it in Hindi, English, Hinglish and regional languages instead of navigating IVR menus or waiting for callbacks.

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The AI assistant is available 24x7 and can also follow up on requests, flag issues and return with updates, the company said.

It can use information including screen activity, previous interactions and support tickets to provide more contextual responses. Merchants can also choose the assistant’s persona, avatar and voice.

“AI not as a layer of technology, but as a way to make financial services more intuitive, relevant and responsive to the way people actually work and transact,” BharatPe CEO Nalin Negi said.

“With BharatPe Agentic AI, we are moving beyond answering questions to helping merchants get things done,” he said.

BharatPe has also launched Credit Coach, an AI-powered tool aimed at making users more aware of their credit health.

The tool, available in the Credit Score section of the BharatPe for Business app, generates personalised videos, with user consent, featuring a digital avatar of former India cricket captain Rohit Sharma.

Depending on a user's credit profile, the videos can explain their bureau score, total and active loans and, where applicable, upcoming overdue payments and written-off tradelines. It also offers guidance on improving credit health, including timely repayments and responsible credit utilisation.

Credit Coach is aimed at users across different credit profiles, including those with strong credit scores, overdue or written-off loans, no active credit history and those new to credit. The videos are available in Hindi, Tamil, Telugu, Malayalam and Kannada.

BharatPe is also using AI for merchant advertising through My Shop My Ad, which allows merchants to create personalised advertisements featuring an AI avatar of Rohit Sharma promoting their businesses.

The company said the three initiatives are part of its broader push to use AI across merchant support, advertising and consumer-facing financial services.