The place people start looking for a credit card, an insurance quote or a loan is changing, and it’s no longer a bank’s own website. Experian, Synchrony and Klarna are all betting that discovery is shifting into artificial intelligence (AI) conversations they don’t control. Rather than wait for customers to find them, the three companies are moving their products directly into ChatGPT and AI tools like it.
Experian launched a credit card comparison app inside ChatGPT on Thursday (Aug. 27), letting users compare partner cards by annual fee, introductory bonus, rewards rate and APR before being directed to Experian’s site for offers matched to their credit profile. “Consumers expect financial experiences to be as intuitive as the technology they use every day,” said Debbie Hsu, Experian’s executive vice president of product for consumer services. “By bringing our credit card marketplace into ChatGPT, we’re making it easier.”
The credit card app isn’t Experian’s first financial product to move into ChatGPT. In February, the company launched an insurance marketplace app letting users compare estimated auto insurance rates from more than 37 carriers by entering just a ZIP code, PYMNTS reported, with Experian saying the tool could help consumers save more than $1,000 annually on coverage.
Synchrony Wants ChatGPT to Handle Checkout Too
Synchrony signaled the same shift is spreading beyond credit bureaus and into consumer lenders directly. The company announced an enterprise partnership with OpenAI on Aug. 17, launching a ChatGPT plugin that lets shoppers discover savings and promotional financing from Synchrony’s merchant partners inside a conversation, Synchrony said. “With decades of experience at the intersection of consumer financing, payments, loyalty, and merchant partnerships, Synchrony is uniquely positioned to help shape how AI-powered commerce evolves, securely, and at scale,” said Maran Nalluswami, Synchrony’s chief strategy and business development officer.
Synchrony’s ambitions go further than Experian’s comparison-first model. The company issues store-branded credit cards for retailers including Amazon, Walmart and Lowe’s, and part of its plan is making those cards a usable payment method inside ChatGPT itself, letting a shopper complete a purchase without leaving the conversation, CNBC reported.
Klarna Is Making the Same Bet in General Retail
Klarna launched its Shopping Search app in ChatGPT on May 20, letting users describe what they want and see visual results with live prices, availability and offers from multiple merchants inside the conversation, Klarna said. “ChatGPT is where millions of people already turn when they’re figuring out what they want,” said David Sykes, Klarna’s chief commercial officer. “We’re plugging our merchant network directly into that moment.” Klarna said traffic from AI platforms to retail sites grew nearly 700% during the 2025 holiday season, with those shoppers converting at 31% higher rates, PYMNTS reported.
The Data Already Backs the Shift
“Consumers Stop Sampling AI and Start Relying on It,” a PYMNTS Intelligence report based on a survey of 2,439 U.S. adults, found that 37% of power AI users now say a native AI platform is their primary tool for managing finances and banking, up from 27% two months earlier. The same shift is happening faster among mainstream users, whose reliance on AI for financial and banking tasks doubled from 14% to 28% in a single month. Nearly half of power users, 48%, now say they have replaced their old approach to shopping and purchasing with an AI-driven alternative, up from 39% the month before. For Experian, Synchrony and Klarna, the wager is the same: once consumers start shopping inside the chat, they won’t go back to typing a URL.
