Enterprise AI startup Nurix AI has rebranded itself as NuPlay AI, aligning its corporate identity with its flagship conversational AI platform as it doubles down on building self-improving AI agents for enterprise workflows. The announcement comes months after the company’s acquisition of Verloop.io, which expanded its conversational AI capabilities.
The Bengaluru-based company said the rebranding reflects its evolution from a conversational AI provider into a platform that enables enterprises to build and operate autonomous AI systems that improve over time using production feedback. According to the company, its platform combines AI agents, deterministic automation and human oversight to execute tasks, make decisions and coordinate work across enterprise software.
NuPlay AI said its platform is currently used by more than 100 enterprises to automate complex business workflows. The company claims its conversational AI deployments process over 20 million conversations every month, with some customers achieving containment rates exceeding 82% in production environments.
“Enterprise AI has reached an important turning point. It’s no longer about whether AI can handle customer interactions, but whether those agents get better the longer they run, without a team of engineers manually intervening every week,” said Mukesh Bansal, Founder and CEO of NuPlay AI. He added that customers increasingly identified the company by its NuPlay platform, making the rebranding a natural progression.
The company said its platform continuously evaluates agent performance against business outcomes, identifies recurring failure patterns and tests improvements before deploying them into production. These enhancements can be applied across AI agents, workflow orchestration and supporting enterprise systems.
As part of the transition, NuPlay AI has introduced a new logo, website and visual identity. The company said its operations, product offerings and customer support services will remain unchanged despite the name change.
Looking ahead, NuPlay AI is targeting 4x growth over the next two years, with investments planned in self-improving AI capabilities, new AI models and expanded multilingual support. The company said these developments are aimed at advancing its vision of an “autopilot enterprise”, where AI agents manage routine customer interactions with minimal human intervention.
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