Super.money, owned by Flipkart, is deploying AI-powered shopping agents to deepen user engagement and carve out a competitive edge in India’s saturated digital payments landscape, signalling a shift towards consumer-facing automation in fintech.
Super.money, the digital payments business owned by Flipkart, is making a fresh push into artificial intelligence by introducing agents that can shop and buy gold on users’ behalf, in a bid to distinguish itself from larger rivals in India’s crowded fintech market. According to Bloomberg, the move is part of a wider effort to turn automation into a consumer-facing feature rather than a back-end tool.
Prakash Sikaria, the chief executive, told Bloomberg in an interview that the company has started rolling out the agents and expects to reach its entire customer base within two months. Super.money has about 20 million monthly active users, and the first services being offered are agentic shopping on Flipkart and gold purchases that trigger when prices fall to levels set by the customer.
The company is initially keeping the service free, although it has indicated that subscriptions could come later if usage grows. Business Standard reported that Super.money also plans to extend the agents to bill payments and investments, widening their role beyond shopping and positioning them as a broader financial assistant.
The strategy reflects both the rise of AI-led consumer products and the price-sensitive nature of Indian users, according to reporting from The Paypers and other outlets. One report said Super.money is treating the agents as payment tools built with merchants, with pricing and value central to the design, while another said the company is directing a significant share of engineering spending towards the effort this year.
Super.money’s approach also marks a shift in emphasis for a business that only launched recently and now competes with better-known names such as Google Pay and Paytm. NewsBytes said Sikaria believes the agents could eventually become a major revenue driver, but for now the company is framing them as a way to deepen engagement and test how far consumers are willing to let software take over routine financial decisions.
Disclaimer: This article is intended to inform and educate, not to recommend or endorse any financial product, investment or strategy. Please consider your own financial circumstances and seek professional advice where appropriate before making financial decisions.
