Jazz GSM has introduced Jazz ROX AI, a conversational assistant, alongside the ROX AI Hub, a platform hosting multiple AI models, on its ROX digital lifestyle app. The move brings conversational AI into the services Pakistani customers already use every day.
ROX AI runs on Jazz’s in-house AI capabilities. Users can ask questions in Urdu or English through voice or text, discover services and complete transactions without leaving the chat. They can subscribe to ROX packages, activate Vault deals and discounts, and buy event tickets directly through the conversation.
The launch positions Jazz among the first Pakistani telecom operators to ship a chat-based AI assistant that accepts Urdu voice input, a feature that matters in a market where English remains a barrier for millions of users.
What Jazz ROX AI can do
ROX AI turns requests into actions. Instead of tapping through menus, a customer types or says what they want, and the assistant completes it. Package subscriptions, discount activations and ticket purchases all happen inside the same conversation.
“At Jazz GSM, our focus is on making AI useful in the everyday lives of our customers. With ROX AI, a customer can ask a question, find a relevant service and complete a transaction through the same conversation. ROX AI Hub gives them access to multiple AI models in one place. This is how we are contributing to JazzWorld’s AI-native journey: by building consumer experiences around practical needs and making services easier to use,” said Kazim Mujtaba, President, Jazz GSM.
Three AI models in one hub
Alongside the assistant, the ROX AI Hub gives users a choice of three AI models: Qwen, DeepSeek and Kimi. Users can pick the model that suits their needs, switch between models, and track their monthly token usage in real time.
Putting three models in one place is a deliberate design choice. It lets customers compare answers and pick the model they trust for a given task, rather than locking them into a single provider.
Urdu support targets the youth market
ROX is Jazz’s digital lifestyle brand, built for Pakistan’s young, mobile-first audience. When the brand was unveiled in 2024, its parent company VEON noted that 64% of Pakistan’s population is under 30, the demographic most likely to use a chat-native AI assistant.
Urdu voice support widens the product’s reach beyond urban English speakers. A student in Multan or a shopkeeper in Peshawar can now ask questions and buy services in their own language, a practical step toward digital inclusion rather than a novelty feature.
Who can use it and how
AI access is included in eligible ROX packages. The platform is not limited to Jazz subscribers: users on any mobile network can access the AI Hub through a ROX Vault purchase.
The launch advances ROX’s evolution as a digital lifestyle platform and fits JazzWorld’s wider AI-native push, which has already seen a strategic partnership with Samsung on AI-ready phones and 5G in Pakistan and a cybersecurity seminar with the PTA on 5G, e-SIM and AI.
Is ROX AI free for Jazz customers?
AI access is included in eligible ROX packages. Users on other networks can access the AI Hub by buying a ROX Vault package.
Which AI models are included in the ROX AI Hub?
The hub offers three models: Qwen, DeepSeek and Kimi. Users can switch between them and monitor monthly token usage.
Can non-Jazz users access ROX AI?
Yes. While AI access comes with eligible ROX packages, users on any mobile network can get the AI Hub through a ROX Vault purchase.
What is ROX?
ROX is Jazz’s digital lifestyle brand and app for young users, offering bundles with streaming, gaming, music, food delivery, ride hailing and ticket booking services.
