Bajaj Finance Buys Stake in AI Video Platform TrueFan AI

Bajaj Finance, the non-banking financial company (NBFC) arm of Bajaj Finserv, has purchased a 5% stake in the AI video platform TrueFan AI, the company announced. Financial terms of the transaction were not disclosed.

TrueFan AI, initially founded in 2019 as a celebrity engagement platform, pivoted to enterprise AI in 2024. The platform enables businesses to create personalized videos using celebrities and AI avatars. The company claims to serve over 100 enterprise clients across sectors including finance, healthcare, consumer goods, and media.

The investment by Bajaj Finance, already a customer of TrueFan AI, is aimed at leveraging the startup's technology for enhanced customer engagement and dealer enablement initiatives. This move aligns with Bajaj Finance's broader strategy of deploying AI-led automation and personalization across its digital ecosystem. "Our investment in TrueFan AI follows sustained, production-scale use of its technology, giving us first-hand experience of the platform's capabilities and its execution," stated Rajeev Jain, vice chairman & managing director at Bajaj Finance.

Bajaj Finance intends to utilize TrueFan's AI video capabilities across marketing, multilingual communication, employee training, and customer onboarding. This investment is part of the Bajaj Finserv group's new venture, Bajaj Intelligence, which focuses on AI and deep tech startups. Bajaj Intelligence plans to invest between Rs 1,500 crore and Rs 2,000 crore (approximately $180-240 million) in AI startups over the next five years.