Mahindra & Mahindra has deployed AI-powered voice agents developed with ElevenLabs to support customer outreach during the launch of the XUV 7XO SUV. The company said the deployment was aimed at handling increased inquiry volumes and outbound lead engagement associated with major vehicle launches.

The initiative was led by Mahindra AI, the group’s artificial intelligence division, which focuses on applying AI across business operations and customer engagement processes. According to the company, the AI voice agents were deployed during the XUV 7XO launch on January 5 and were used to conduct outbound calls with prospective buyers.

Mahindra stated that the voice agents were capable of handling multi-turn conversations, responding to customer queries, and routing leads to dealerships. The deployment was powered by ElevenLabs’ voice AI platform, which the companies said enabled low-latency and natural-sounding interactions at scale.

Manjari Upadhye, Chief Marketing Officer, Automotive Division, M&M Ltd, said the partnership was intended to help the company manage customer conversations during periods of peak demand and support dealership lead routing.

Karthik Rajaram, GM and Country Head, India, ElevenLabs, said the deployment handled thousands of concurrent calls across multiple languages during the launch period.

According to the companies, the deployment resulted in higher contact rates and an estimated 8 per cent uplift in conversions, while also generating additional qualified inquiries. Mahindra AI said it plans to expand the use of AI voice agents across other customer engagement workflows within the automotive business following the XUV 7XO deployment.