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JazzCash has opened an AI Foundry and usability testing lab in Islamabad as the digital financial services platform marks its tenth anniversary.
JazzCash has opened an AI Foundry and a usability testing lab at its Islamabad headquarters as the digital financial services provider marks the tenth anniversary of its consumer app.
The new facility combines artificial intelligence, customer research and rapid prototyping to support the development and testing of JazzCash’s financial products and services. It was inaugurated by VEON Group CEO Kaan Terzioglu, VEON Chief Payments and Digital Assets Officer Ahmet Kayhan, JazzCash Chairman Aamir Ibrahim, JazzCash CEO Murtaza Ali and Mobilink Bank CEO Haaris Chaudhary.
A key feature of the facility is eye-tracking technology designed to record how users interact with digital products. The technology tracks where users look, what draws their attention and where they pause or experience difficulties while navigating a product.
JazzCash said the lab will provide researchers with detailed data on customer behaviour, allowing product managers to test features and customer journeys directly with users. The approach is intended to help identify usability issues and validate changes before new features are rolled out to the wider customer base.
The facility’s launch comes as JazzCash marks a decade since the introduction of its consumer app. The platform, which initially focused on money transfers and bill payments, now serves 62 million registered customers across Pakistan.
JazzCash also operates the country’s largest digital payment acceptance network, with 1.7 million Raast-enabled QR merchants. Its services include digital lending, insurance, welfare disbursements and an online payment gateway. The company said its digital lending platform currently issues more than 224,000 loans per day.
The platform was also listed this year as the first and only Pakistani fintech included in CNBC and Statista’s World’s Top Fintech Companies ranking.
VEON Group CEO Kaan Terzioglu said the AI Foundry would help JazzCash remain closely connected to changing customer needs as the platform enters its next phase.
JazzCash CEO Murtaza Ali said the facility would become a permanent part of the company’s product development process, with customer testing taking place before features are introduced to the platform’s wider user base.
The AI Foundry and usability lab will therefore form part of JazzCash’s product development capabilities as the company begins its second decade of operations.
