JazzCash, Pakistan's leading digital financial services provider and a subsidiary of VEON Ltd. (NASDAQ:VEON), has opened an AI Foundry and a state-of-the-art usability testing lab at its Islamabad headquarters, establishing a new capability to combine artificial intelligence, advanced customer research and rapid prototyping in the development of its financial products and services. The facility's opening coincides with the tenth anniversary of the JazzCash consumer app.

The facility was inaugurated by Kaan Terzioglu, Group CEO of VEON; Ahmet Kayhan, Chief Payments and Digital Assets Officer, VEON; Aamir Ibrahim, Chairman of JazzCash; Murtaza Ali, CEO of JazzCash and Haaris Chaudhary, CEO of Mobilink Bank. The event marked ten years of the JazzCash platform and set out its direction for the next phase of growth.

The facility uses first of its kind eye tracking technology to record where users look, what captures their attention and where they pause or struggle as they move through a digital product, capturing friction that customers often cannot put into words in an interview or survey. The lab grade setup goes beyond traditional tools more commonly used for user testing locally, giving JazzCash researchers frame by frame data on customer behaviour. Product managers use that data to test features and customer journeys directly with users, catching usability problems and validating fixes before rollout.