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Jio Introduces AI Call Agent & Upgrades MyJio App With AI Concierge Features

Reliance Jio introduces an AI Call Agent and upgrades the MyJio app with AI-powered concierge features, including call transcription, task execution, and personalised assistance.

MM Desk by MM Desk
June 19, 2026
in Media
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Jio Introduces AI Call Agent & Upgrades MyJio App With AI Concierge Features

Reliance Jio has introduced a suite of artificial intelligence-powered services, including a new AI Call Agent and an upgraded MyJio app, aimed at integrating AI capabilities into services used by millions of customers. The announcements have been made at Reliance Industries’ 49th Annual General Meeting (Post-IPO).

As per media reports, the company has said the new AI-powered features are designed to make AI a part of everyday services rather than standalone applications. The initiatives have included the Jio Call Agent, an AI assistant integrated into the Jio network, and a revamped MyJio app that has been transformed into a personalised AI-powered digital assistant.

One of the key announcements has been the Jio Call Agent, which can be activated during a phone call by saying “Hey Jio”. According to the company, the assistant joins conversations only with user consent and can remain on calls for as long as required.

Jio has stated that the AI assistant supports multiple Indian languages and can transcribe conversations in real time while identifying up to 10 speakers during conference calls. The system has been designed to capture conversations in participants’ preferred languages and automatically generate transcripts.

The Call Agent has also been developed to create call summaries, action points, reminders and follow-up tasks, which can then be shared with participants after a call concludes.

Beyond note-taking, the AI assistant has been designed to complete tasks on behalf of users during calls. These tasks have included booking cabs, ordering food, reserving restaurant tables and scheduling meetings without requiring users to switch between applications.

The company has said the service is expected to be launched for Jio’s more than 500 million users later this year.

Jio has also announced a major upgrade to the MyJio app, which has traditionally been used for mobile recharges, account management and service-related activities. The company has said the app has been reimagined as a personalised AI advisor and relationship manager.

Under the new AI-powered experience, users have been able to describe their requirements directly to the assistant instead of navigating through menus and settings. Jio has said the AI can assist users who are relocating to a new city, recommend international roaming packs for overseas travel and provide usage alerts.

The company has also stated that users switching to eSIM-enabled smartphones have been able to use the AI assistant to complete self-KYC procedures and activate services more efficiently.

Jio has emphasised that privacy remains central to both AI services. According to the company, the AI assistant performs actions only after obtaining user consent, logs every action taken and requires explicit confirmation for payment-related transactions.

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Every marketer talks about building awareness, few have to build it without talking about the product. India's alcobev industry has spent decades navigating that paradox. Direct product advertising isn't permitted, making surrogate advertising only one part of the marketing equation. The bigger challenge has always been earning something no media budget can buy: consumers who become advocates for the brand. For Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India, that's the category's biggest truth. “Consumers will always be your biggest advertisers,” she said. It's a philosophy born out of necessity. But it has also shaped how alcobev brands think about marketing itself. “The principles of marketing are the same whether it's personal care, beauty or alcobev. What changes is the complexity.” That complexity, according to Dasgupta, isn't just about navigating regulations. It's about understanding consumers, managing a diverse portfolio, and ensuring brands continue to grow despite having fewer traditional marketing levers than almost any other consumer category. India remains one of the world's most tightly regulated alcohol markets, where brands have to navigate different state regulations, on-trade and off-trade ecosystems, and restrictions on advertising products directly. For marketers, that has meant learning an entirely different language of brand building. Marketing hasn't changed, The rulebook has Dasgupta's own career has prepared her for exactly that. Rather than following a straight path, she has moved across FMCG, health and hygiene, beverages and now alcobev, picking up different lessons along the way. “I think the beauty is that I didn't have a linear career path, and I think it was very deliberate and intentional.” Each company, she said, has added a different layer to her understanding of marketing. “Unilever taught me to be extremely consumer-centric and always keep the consumer at the heart. Reckitt taught me commercial discipline, that marketing needs to lead to commercial and business growth. PepsiCo was about how brands stay relevant in culture.” Bringing those experiences together at Pernod Ricard has reinforced one belief. “The principles of marketing remain the same.” The environment, however, certainly doesn't. While referring to India as one of the markets where alcohol advertising is prohibited, she said, “The regulatory landscape is quite complex. That's the piece that one needs to wrap their minds around as you navigate and ensure that you're able to drive business growth.” That complexity extends well beyond regulation. “At a portfolio level, it's important for us to understand what is delivering the present and what will deliver tomorrow,” she said. “Where is growth coming from today, and where will growth come from in the future?” When consumers become the media channel Perhaps the biggest difference between alcobev and traditional consumer goods lies in how brands create awareness. Unlike an FMCG company, Pernod Ricard cannot advertise its alcohol products directly. “So the disadvantage that we have versus CPG is we cannot advertise products,” Dasgupta said. “We are in compliance with the guidelines that exist today.” Instead, the company builds visibility through compliant brand extensions such as packaged drinking water, while investing in passion points like cricket, music and digital platforms. “For us, the brand extension is a compliant business in itself and we can advertise that. We continue to double down on social, digital and influencer marketing for those businesses.” Furthermore, Dasgupta went on to say, “What we rely on is on-premise advocacy. We rely on sampling. We ensure that our liquids are extremely high quality so that when the moment of truth happens, consumers really love the product.” That has also meant new launches take longer to build. “Awareness build-up is much slower because consumers discover the product at the point of sale. That's very different from an FMCG brand.” Which naturally raises another question: if brands can't advertise products, who does the selling? “The consumers will always be your biggest advertisers,” Dasgupta said. “If you walk into an outlet and see someone drinking, it gives you confidence in the brand.” Word of mouth, she believes, becomes one of the category's most powerful marketing channels. “In a category where you can't advertise the product, consumers become your champions.” That consumer-first philosophy also shapes how global brands are adapted for India. For marketers outside the alcobev industry, the constraints may seem daunting. For Dasgupta, they've simply reinforced a timeless lesson. When the product can't do the talking, the brand, and ultimately the consumer, has to.

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