Bengaluru-based CRED is accelerating its transition into an AI-first organisation as it looks to scale its premium customer experience without compromising on trust, security, and design. The members-only platform, known for catering to India’s most creditworthy consumers, is now deploying advanced AI models to enhance both user-facing services and internal operations.
Speaking on Executive Function, a series by OpenAI, Swamy Seetharaman of CRED highlighted how AI is enabling the company to maintain its high service standards even as the business grows in complexity.
“When we started, we were building for India’s most affluent households—a user segment that expects trust, transparency, security, reliability, and exceptional design,” Seetharaman said. “As we expanded—with more products, more teams, and more data—maintaining context while moving fast became more challenging. AI helps us ensure that every member of the organisation can operate at 10x efficiency while staying aligned with our core principles.”
At the heart of this transition is Cleo, CRED’s AI conversational companion powered by OpenAI models including GPT-4.0, GPT-5, and o3. Cleo assists users across informational, contextual, and transactional queries, identifying intent and offering accurate, empathetic, and high-quality responses.
CRED has also developed two internal AI tools to support teams behind the scenes:
Thea – Helps support agents by summarising conversations and recommending next steps
Stark – Enables operations teams to create or update standard operating procedures quickly and consistently
These innovations have already delivered measurable impact. According to Seetharaman:
CSAT scores have improved by 14 percentage points
Cleo has achieved 98% resolution accuracy within three months
Multi-intent conversation resolution rates have increased by 18%
Average handling times have reduced across functions
Session drop-offs have declined by 31%
“Together with Cleo, Thea, and Stark—designed respectively for customers, agents, and operations—we’re moving closer to a true concierge-style experience built on trust, reliability, security, and exceptional design,” Seetharaman noted.
Looking ahead, CRED plans to scale Cleo’s capabilities across all product lines while using AI insights to identify and resolve support gaps in real-time.
Seetharaman emphasized that meaningful AI integration must be grounded in organisational values. “Every company must decide what matters most — efficiency, effectiveness, or both — and align AI accordingly. For us, OpenAI’s technology has been a catalyst in supporting two key values: compounding, and being ‘fast and right.’ The early outcomes are promising, and we are focused on amplifying this impact further.”
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