CRED, the private club for good-credit users in India, is using OpenAI models to transform support and product experiences without losing what defines them: trust, design and security.
How do you scale a concierge-like experience when millions expect fast, accurate answers? CRED's answer was to put AI at the center of customer service and internal processes.
What CRED is doing with AI
CRED built a family of tools powered by models like GPT-4.0, GPT-5 and o3 to serve users, support agents and speed up operations.
The visible face is Cleo, a conversational assistant aiming to move from transactional replies to empathetic, contextual conversations.
Cleo handles three main types of queries:
- Informational: for example, 'What is CRED Cash?'
- Contextual: 'Am I eligible for CRED Cash?'
- Transactional: 'Can I get a refund to my wallet or the original payment method?'
Cleo diagnoses the issue, classifies intent, maps the action to the correct standard operating procedure (SOP) and generates a contextual, accurate response.
