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SBI Card launches ‘ELA’ – an AI powered virtual assistant to Make Life Simple for customers


New Delhi, 04 JULY 2018: SBI Card, one of the country`s leading credit card issuers, today announced the launch of ‘ELA’ (Electronic Live Assistant), a virtual assistant for customer support and services. Driven by Artificial Intelligence and Machine Learning algorithms, ELA will revolutionise the way customers interact with the company. ELA is designed to enhance customer experience by providing relevant and instant responses to customer queries. Customers can communicate with ELA in simple conversational language, enabling easy interface along with prompt query resolution.



ELA is equipped to engage in intelligent conversation on a wide range of queries. For instance, customers can explore products and services, learn how to generate account statement or make bill payments, block their cards, check on reward point redemption process among other things. Through machine learning algorithm, the chatbot will continuously learn from customer interactions and become smarter thereby providing appropriate solution to each customer.  Transactional features will also be enabled on the chatbot in future so that customers can get responses to account specific queries and carry out transactions.

The virtual assistant is currently hosted on the SBI Card website and will soon be integrated on the mobile app as well.

Commenting on the launch of the chatbot service Mr Hardayal Prasad, MD & CEO, SBI Card said,    “Our electronic live assistant, ELA, is a big step forward in Making Life Simple for our customers, in line with our core value proposition. We are excited to leverage the potential of Artificial Intelligence in driving the next level of digital transformation and enhancing customer experience. With the introduction of ELA, our customers now have access to a powerful interactive channel for prompt query resolution, without the need to navigate through multiple pages of traditional digital channels. We have consistently adapted the latest, new age technologies to offer our customers a superior experience. We will continue to make technology investments especially in the exciting AI and robotics arena. Going forward, we plan to extend this AI platform to address employee queries and streamline the HR function as well.”

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