Bajaj Finance, the non-banking financial company arm of Bajaj Finserv, has acquired a 5% stake in TrueFan AI, an AI video generation startup. The financial details of the deal were not disclosed. TrueFan AI, founded in 2019 and based in Delhi NCR, pivoted to enterprise AI in 2024 and serves over 100 enterprise clients across sectors including finance, healthcare, consumer goods, and media, according to medianama.com.
TrueFan AI initially started as a celebrity engagement platform but now enables companies to create personalized videos using celebrities and AI avatars. Bajaj Finance is already a customer, having deployed TrueFan AI's platform at scale to generate millions of personalized videos for customer engagement and dealer enablement. The startup also develops real-time AI video agents for customer support, sales, onboarding, and product discovery, with an infrastructure capable of generating up to 500,000 videos per minute, medianama.com reported.
The investment aligns with Bajaj Finance's strategy to integrate AI-led automation and personalization across its digital ecosystem. TrueFan AI's client list includes HDFC Bank, Cipla, BharatPe, and Goibibo, highlighting its growing footprint in the enterprise AI video space. The deal reflects a broader trend of financial services firms investing in AI startups to enhance customer engagement and operational efficiency, as seen in other recent sector investments.
TrueFan AI claims to have more than 800,000 paid users and continues to expand its AI video capabilities. Bajaj Finance's stake acquisition follows its sustained, production-scale use of TrueFan AI's technology, underscoring a deepening partnership between the two companies, medianama.com stated.