BAKU, Azerbaijan, October 2. Freedom Holding
Corp. plans to launch the first stage of an AI-powered personal
assistant in its Freedom Super App this year, Freedom Holding CEO
Timur Turlov said during the AI & Digital Bridge 2026 forum in
Astana.


“Our main goal, which we try to accomplish now, is to inject AI
into Freedom Super App as our product, to let our customers enjoy
the assistance of AI in accessing multiple different services,”
Turlov said.


He noted that Freedom already uses AI internally to improve the
efficiency of its back-office operations, including knowledge
management, statistics, reporting and management processes.


According to Turlov, the company is now focusing on developing
an AI assistant for customers that would help them use multiple
services available through the Freedom Super App.


“The most visible product which we want to give to our customers
is the ability to have, like, a personal assistant who will help to
solve multiple issues,” he said.


The Freedom Super App allows customers to manage payments and
savings, investments and insurance, as well as access e-commerce,
travel and other services, Turlov said.







He explained that an AI agent could allow users to access these
services through natural-language requests rather than having to
navigate each function separately.


“For example, I want to visit a different country. I need a
hotel, I need a booking, I need a visa, so can you help me to sort
all of that out?” Turlov said, describing a potential use case for
the AI assistant.


He added that the company expects the AI agent to function as a
personal assistant while simplifying access to complex financial
and other services. Turlov said developing such AI agents is more
challenging than initially expected.


“Sometimes some agents could be built in a day, but to make them
perfect sometimes takes years,” he said.


The CEO added that Freedom Holding hopes to launch at least the
first stage of the product this year, with the aim of making its
services easier for customers to use through natural-language
interaction.