Bajaj Finance, the country's highly valued non-bank in terms of market cap, is rewriting the rules of brand building in India Inc., becoming the first financial services firm to sign Bollywood celebrities not for cost-heavy traditional endorsements but for digitally priced deals that grant the company their “digital face rights”.

This groundbreaking shift has enabled the company to deploy an unprecedented two lakh AI-generated ads, signalling the arrival of a new advertising shift powered not by costly film shoots and studio schedules, but by neural networks and scalable persona engines.

Rajeev Jain, who was recently re-designated as executive vice-chairman and managing director of the company till 2028, tells Fortune India: “We have two brand ambassadors, Rakul Preet Singh and Rajkumar Rao. We have taken their digital personality rights.” The company is using the AI created ads as reels which are largely promoted within its Bajaj Finserv app, to promote not just BFL’s own schemes but products such as mobile phones. "We have created 2 lakh AI-enabled ads," Jain mentions.

This AI-first creative strategy builds on campaigns already familiar to consumers.

Rakul Preet Singh headlined Bajaj Finserv’s “EMI Hai Na!” campaign, including interactive digital challenges alongside cricket star Suresh Raina, while Rajkummar Rao has been promoting the brand through his official Instagram account with posts tied to initiatives such as Blockbuster EMI Days and the #EMIHAINA movement.

But the AI transformation runs far deeper than marketing at BFL.

Jain’s comments during the Q2 earnings call revealed that AI is now becoming the backbone of Bajaj Finance’s operating model itself, what the company calls FinAI. Jain described Bajaj Finance as being “in the eighth or ninth month” of this enterprise-wide rebuild: a structured overhaul touching 123 high-impact areas across the organisation, with 80 of them slated to go live by February 2026. Senior management is devoting between 12–15% of its time to the transformation.

AI is reshaping BFL’s scale engine with 442 AI voice bots currently active, contributing ₹2,000 crore of loan origination in Q2 alone. Five conversational AI bots, selling products from EMI cards to personal loans to insurance, are now handling customer journeys with conversion rates that management describes as “quite encouraging.” In customer service, 85% of all resolutions in the quarter were delivered via AI-powered service bots. In B2B underwriting, 42% of loan-related quality checks have already migrated to AI systems. And in content production, AI has become the default: 42% of all digital banners and 100% of all videos on the company’s platforms are now algorithmically generated.

By owning celebrity persona rights, the company is demonstrating what an AI-first financial institution could look like: one where branding, distribution, service, and even underwriting operate at machine-scale.