BharatPe’s Merchant Assistant Isn’t Just Answering Questions — It Can Now Take Action

BharatPe is pushing artificial intelligence deeper into everyday merchant operations. The fintech company has launched **BharatPe Agentic AI**, an AI assistant designed not only to answer merchant queries, but also to take actions across more than 60 live systems in real time. Built using Google Cloud’s Gemini Enterprise Agent Platform, the assistant is integrated directly into the BharatPe for Business app. It can use context from a merchant’s business, products, previous interactions and support history to provide more personalised assistance.

Merchants can interact with it through voice or chat in Hindi, English, Hinglish and regional languages.

The shift is important because BharatPe is positioning the tool beyond conventional customer- service automation. Instead of directing users through menus or simply explaining what to do, the system is designed to follow requests through connected services and complete relevant actions. BharatPe CEO Nalin Negi described the approach as moving from answering questions toward helping merchants get things done.

Alongside the agentic assistant, BharatPe has introduced **Credit Coach**, an AI-powered feature aimed at helping users understand their credit profiles. With user consent, it generates personalised videos featuring a digital avatar of former India cricket captain Rohit Sharma. The videos can explain bureau scores, active loans, upcoming overdue payments and other credit- related information while offering guidance around repayment and credit utilisation.

The company has also been experimenting with AI in merchant advertising through **My Shop My Ad**, which allows businesses to create personalised promotional content using an AI avatar. Together, these products extend BharatPe’s use of AI across support, financial education and merchant marketing.

The larger change is subtle but significant: merchant fintech apps are beginning to move from being places where business owners find information to systems that can increasingly act on that information for them.