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How AI helped Aditya Birla Fashion and Retail enrich employee experience

Learn how this leading retail brand created a personalized HR support system for its employees with conversational AI

Use case:

Employee Support


MS Teams, PWA

Aditya Birla Fashion & Retail Limited (ABFRL) is a part of the Aditya Birla Group, a global conglomerate in the Fortune 500 league. ABFRL has always focused on fulfilling customer needs through high-quality experiences. For ABFRL, employee satisfaction is as important as customer experience.

How AI helped Aditya Birla Fashion and Retail enrich employee experience










Supporting employees and resolving queries remotely with a quick turn around time

ABFRL embarked on the mission to create delightful and seamless employee experiences within its teams in 2020 when the entire world adopted a remote working style. It became extremely challenging for HR associates to solve employee queries across different internal departments. Following its vision of providing delightful customer experiences, ABRFL continued to do so for its employees. The way they wanted to do that is by empowering employees with access to information and resources instantaneously and on-demand.

Solution: Deploying Zoe-the HR Bot


Employees’ go-to buddy

ABFRL partnered with, to deploy a Dynamic AI agent (Zoe) on their internal communication channels. This enabled employees to self-serve their queries and stay up-to-date with organization-wide policies and processes. From answering queries and providing information instantly to responding to payslip requests and reimbursement queries, Zoe helps employees at every step.

Deploying Zoe-the HR Bot
Deploying Zoe-the HR Bot, personalization at scale


Personalization at scale

Zoe has simplified several aspects of the day-to-day working for an employee by seamlessly performing the most common tasks, such as setting up team meetings or one-on-one with peers. The AI-driven virtual assistant helps save time for HR team and employees. Highly contextualised and personalized conversations enabled by Zoe, with better understanding of employee intent, lead to enriched employee experience.





Employees have engaged with Zoe for over a year



Man-hours saved over a year

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