Aditya Birla Capital Limited (ABCL) has unveiled a suite of next-generation AI-powered features and innovations on its flagship omnichannel platform, ABCD. The launch reinforces the company’s AI-first strategy aimed at driving growth, productivity, and customer experience across its digital ecosystem.
Aditya Birla Capital was among the early adopters of artificial intelligence in the financial services sector, having established its Gen AI Centre of Excellence in 2023 to build scalable applications across business functions.
Within 18 months, the company deployed over 22 live Gen AI use cases, leveraging them to enhance engagement, efficiency, and decision-making across lending, insurance, and asset management businesses.
“Digital transformation is a strategic differentiator for us at ABCL,” said Pankaj Gadgil, Head – Digital Platforms and Payments Strategy, Aditya Birla Capital.
“Through our AI-first strategy, we are reimagining customer journeys, automating underwriting, and enhancing service delivery to boost productivity and efficiency. These efforts are enabling us to deliver seamless customer experiences and unlock sustainable, long-term growth,” he added.
ABCL has launched several AI Assist tools, Sales Assist, Service Assist, Audit Assist, and Marketing Assist, to make business knowledge and AI capabilities accessible across teams.
These tools help sales and service agents improve response times, automate workflows, and reduce turnaround times. The company is also embedding Agentic AI across onboarding, underwriting, and claims management processes, and has introduced Gen AI voice bots to enhance tele-sales and service journeys.
At GFF 2025, Aditya Birla Capital showcased SimpliFi, an AI-powered personal finance assistant offering real-time insights on credit, health, and spending through features such as Market Pulse, Smart Signals, and Goal Compass.
The company also introduced Protection Amplified, a 360-degree customer protection suite, and ConseQuest, an interactive life-simulation game designed to make financial education engaging and intuitive.
Aditya Birla Capital’s digital strategy is anchored on its three integrated platforms, Udyog Plus for MSMEs, ABCD for direct-to-consumer services, and Stellar for B2D engagement, under its “One ABC, One P&L” model. The ABCD app currently serves 6.4 million customers, while Udyog Plus has surpassed 2.4 million registrations with an AUM of Rs 3,658 crore.
Between FY22 and FY25, ABCL’s consolidated revenue nearly doubled from Rs 23,456 crore to Rs 47,369 crore, while PAT rose from Rs 1,545 crore to Rs 3,142 crore. The company’s total AUM grew to Rs 5,11,260 crore, and its lending book expanded at a CAGR of 33 per cent.
Aditya Birla Capital has been recognised among Microsoft’s Top 50 Early Adopters of Gen AI at IGNITE 2024 (USA) and received the Global Celent Model Bank Award 2025 for its excellence in generative AI.
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