Fintech firm PayU (https://payu.in/) has announced the launch of Agent HQ, an artificial intelligence (AI) agent store designed for Indian small and medium business (SMB) merchants. The new platform aims to equip businesses with AI tools to enhance discoverability, drive sales, streamline payment operations, and develop conversational AI experiences.

Agent HQ allows SMBs to deploy specialized AI agents for various commercial tasks. This initiative comes as AI increasingly influences consumer purchasing behavior, with industry analyses suggesting a significant shift of search traffic to AI agents and improved conversion rates for AI-referred shoppers.

Manas Mishra, Chief Product Officer at PayU & Wibmo, stated, “PayU has historically supported merchants beyond payment collection, focusing on business growth through value-added solutions. Agent HQ extends this by providing a personalized team of AI agents to manage functions from improving discoverability and sales to handling chargebacks and reconciliations. Our goal is to empower merchants, enabling them to concentrate on core business growth.”

PayU: Expanding AI Capabilities for Merchants

The platform focuses on two primary outcomes for merchants: establishing an AI-ready growth engine and enhancing operational efficiency.

Building an AI-Ready Growth Engine

Through Agent HQ, merchants can enable their products and services to be discoverable and transactable on AI platforms such as Claude and ChatGPT, as well as through channels like WhatsApp. The solution also provides options for businesses to create custom conversational AI assistants for their websites, apps, and customer interactions, offering real-time support and managing post-purchase inquiries.

Streamlining Business Operations

Agent HQ offers a suite of AI agents capable of automating complex operational tasks. These include transaction follow-ups, chargeback reconciliations, refund escalations, and settlement management. Leveraging merchant transaction data—including payment success/failure patterns, chargeback histories, settlement cycles, and shopper behavior—these agents can also suggest targeted campaigns across sales and marketing, helping merchants proactively manage fraud, reduce operational overhead, and protect revenue.

Simplified Integration and Use

PayU emphasizes a no-code, zero-integration approach for Agent HQ. The AI agent storefront is integrated directly into the PayU merchant dashboard, allowing businesses to activate and configure AI agents with minimal steps. Merchants can define agent operational parameters, monitor activity via the dashboard, and receive outputs through email and WhatsApp, ensuring agents operate within specified boundaries.

The company stated that Agent HQ reflects its strategy to deliver practical, outcome-oriented AI experiences across the entire commerce journey, beyond just payment processing. Early adopters of the platform include businesses such as Policybazaar, Daily Objects, and Pinq Polka. For more insights into such technological advancements and industry developments, visit TechnoSports (https://technosports.co.in/).