Synchrony and OpenAI Partner to Embed Store Card Financing in ChatGPT Shopping
Synchrony and OpenAI Partner to Embed Store Card Financing in ChatGPT Shopping #
Synchrony Financial has announced an enterprise partnership with OpenAI, making the consumer lender one of the first major U.S. financial services firms to embed store card financing, rewards, and loyalty programs directly in ChatGPT.
The deal centers on a ChatGPT plugin, now live in OpenAI’s plugin directory, that lets shoppers browse promotional financing options, discounts, and partner offers from the Synchrony Marketplace without leaving the chat interface. Synchrony is the private-label and co-branded credit card issuer for major retailers including Amazon, Walmart, and Lowe’s, meaning the plugin could surface financing options for a substantial share of U.S. retail purchases.
Under the agreement, Synchrony will also deploy OpenAI’s latest frontier models, GPT-5.6 Sol, Terra, and Luna, across its enterprise through ChatGPT Work, Codex, and AWS Bedrock. The company said the move is intended to accelerate internal product development and expand AI capabilities across the organization.
On the workforce side, Synchrony said nearly all of its professional employees have been using AI tools including ChatGPT since 2024, and that 90% of staff say they are confident in the company’s commitment to deploying AI fairly and responsibly. The company plans to expand that use through job-relevant AI fluency training and a broader rollout of ChatGPT Enterprise and ChatGPT Work tools.
Maran Nalluswami, Synchrony’s chief strategy officer, said the partnership is intended to keep Synchrony-issued cards central to transactions as commerce shifts toward AI-driven environments. The near-term goal is for shoppers to complete purchases with store cards without leaving ChatGPT, though Nalluswami acknowledged that the economics of in-chat transactions, including how fees are split among retailers, Synchrony, and OpenAI, are still being negotiated.
Consumer hesitation around sharing payment credentials with AI systems remains a challenge for agentic commerce more broadly. Synchrony is now among a group of financial infrastructure companies, including Visa and Stripe, that have signed separate deals with OpenAI as each works to shape how payments function inside AI-powered shopping experiences.
Kaylin Voss, OpenAI’s vice president for Americas and Industries, said in a joint statement that AI is creating an opportunity to change how customers discover products, pay, earn rewards, and build loyalty, and that Synchrony is pursuing that shift from both the consumer-facing and internal enterprise sides at once.
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