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PwC India and Kapture CX dial Up the future of agentic automation
MUMBAI: Call it the new CX factor where agents don’t just listen, they lead. In a major push towards redefining customer experience, Kapture CX, the agentic AI-powered CX platform, has partnered with PwC India to roll out a new generation of scalable automation solutions. The focus? Taking enterprises from task execution to intelligent orchestration, especially in sectors like Retail, Consumer, and BFSI.
Unlike the typical chatbot hype, this alliance promises to deliver serious muscle behind the buzzwords. The partnership brings together Kapture CX’s proprietary LLMs and industry-specific AI approach with PwC India’s heavyweight experience in enterprise implementation and deep domain know-how.
“Agentic automation is transforming how enterprises operate, shifting from task execution to intelligent orchestration. At PwC India, we’re helping clients lead this shift by harnessing this through purposeful collaborations. Our partnership with Kapture CX brings next-generation automation to the front lines of customer experience to drive smart efficiency and build agile, future-ready enterprises,” said PwC India chief client and alliance officer, Manpreet Singh Ahuja.
The solutions will span contact centres, employee experience modules, and voice agents moving beyond generic automation to contextually intelligent interactions that can act, learn, and evolve.
“With PwC India’s agentic automation solutions, we are paving the way for a smarter and more agile future for our clients. We are at the forefront of helping organisations reimagine the art-of-possible, enabling them to turn modern-day technology disruption into a competitive advantage,” said PwC India partner and leader of agentic automation Sumit Srivastav.
Kapture CX’s AI isn’t just reactive, it’s proactive. Designed to automate workflows, enhance business operations, and cut costs, its AI agents aim to become a seamless extension of enterprise teams.
“Partnering with PwC India marks a significant milestone for Kapture CX. Our AI agents are designed not just to respond but to act, automate workflows, and enhance business processes across industries. Together with PwC India, we are set to redefine how organizations harness Agentic AI for scalable, efficient, and cost-effective automation,” added Kapture CX co-founder and CEO Sheshgiri Kamath.
Wrapping up the alliance’s vision Kapture CX VP for partnerships and alliances Nibha Kothari summed it up saying, “This collaboration is a strategic catalyst amplifying the potential of agentic AI to drive agentic automation at scale. By uniting Kapture’s advanced capabilities with PwC India’s enterprise depth, we’re delivering transformative, future-ready solutions. It’s been a privilege working alongside PwC India’s exceptional team, and we’re energized by the bold innovations we’ll shape together.”
If you thought automation was just about bots, think again, this partnership is handing the mic to AI agents that know how to listen, lead, and leap ahead.
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
