Enterprise AI company Nurix AI has rebranded as NuPlay AI, reflecting its shift from conversational AI toward a platform focused on building and operating self-improving AI agent systems for enterprise workflows.
NuPlay AI platform combines AI agents, deterministic automation and human judgment to help organisations redesign business workflows. The systems can execute tasks, make decisions, coordinate work across enterprise software and use production feedback to improve their performance.
The rebranding follows the company’s acquisition of Verloop.io, which expanded its conversational AI capabilities. The company’s operations, product capabilities and support services will continue unchanged following the rebrand.
More than 100 enterprises currently use the platform to build and operate agentic systems across business workflows. It allows AI agents to execute tasks, make decisions and coordinate work across enterprise software, while using outcomes from production environments to improve performance.
Speaking on the announcement, Mukesh Bansal, Founder and CEO, NuPlay AI, said, “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.”
He added, “That’s what NuPlay was built to do. Customers already know us more by our platform than by our company name. Renaming the company simply reflects that reality. It sharpens our focus on building the best enterprise conversational AI platform while remaining committed to delivering measurable outcomes for our customers”
The system tracks each execution, evaluates performance against business results and identifies recurring failure patterns. These insights can be used to make changes across the AI agent, its context, workflow orchestration or underlying systems, with changes tested before being moved into production.
Its conversational AI deployments handle more than 20 million conversations each month, with some live production deployments recording containment rates above 82%.
As part of the rebrand, the company is introducing a new logo, website and visual identity.
The company is targeting 4x growth over the next two years. Its roadmap includes further development of self-improving capabilities, new AI models and expanded multilingual support.