Picture a shop owner in a tier 3 city, a few days before her pawn loan falls due. She doesn't use banking apps and the nearest branch is a long ride away. But she has WhatsApp open all day. A message arrives with her due date, the renewal fee and a way to pay without leaving the chat. A few taps later, her collateral is safe.
For millions of Pegadaian customers across Indonesia, that moment now happens with Pevita, the AI assistant Pegadaian built with Kata.ai. What began in 2022 as a WhatsApp FAQ chatbot now serves customers through chat, voice calls and interactive screens in branches, with one persona and one source of truth.
The challenge: everyday questions with high stakes
Pegadaian serves millions of customers, many of them in tier 2 and tier 3 cities, who use WhatsApp every day but rarely use apps. The questions never stop: when is my loan due, how much is the renewal fee, what is today's gold price?
For these customers, a missed answer isn't just an inconvenience. A customer who misses a due date risks losing their collateral to auction. Pegadaian needed help that was always on, easy to reach and accurate every time.
The solution: one persona, one knowledge base, every channel
With Kata.ai, Pegadaian built Pevita: one persona and one official knowledge base across every channel. Guided menus work alongside Generative AI that answers only from Pegadaian data, and every transaction follows a strict, secure flow. When AI can't help, the chat moves to a human agent.
The Pevita journey, in four stages
1. 2022: An FAQ chatbot on WhatsApp
Pevita launched on WhatsApp, answering product, branch and transaction questions 24/7, in the app customers already had open.
2. 2024–2025: From answers to transactions
Due-date reminders and in-chat payments turned conversations into transactions, including requests to postpone an auction. Pevita became a revenue engine:
Fallback rate cut from 16% to 2.5%.
10x annual growth in transaction value via WhatsApp.
3. 2025: A face in the branch
Pevita Metahuman, a lifelike digital human, now talks with customers on interactive screens in Pegadaian's hybrid branches. It's live in six branches: Jakarta (2), Bandung, Semarang, Surabaya and Makassar.
4. January 2026: A voice on the phone
Customers can now talk to Pevita in natural voice conversations on Call Center 1500569 and the SAPA app. They can interrupt, and mix Indonesian with English, just as they would with a person. Behind every channel sit more than 1,000 knowledge entries, so customers get one consistent answer wherever they ask.
The impact
IDR 111.2B in payment and top-up requests through Pevita in a single month (December 2025).
557K+ unique users and 5.4M messages handled (July–December 2025).
92.8% customer satisfaction, with only 4.3% of sessions needing an agent (December 2025).
75.6% of Voice AI calls resolved without a human agent (April–June 2026).
From answering questions to driving revenue: one assistant that customers can chat with, call or meet in a branch, and that always gives the same answer.
Sources: Pevita monthly reports (December 2025, September 2026) and the Pevita AI Voice Agent performance report (April–June 2026), prepared by Kata.ai. Payment requests are transaction values initiated through Pevita.