Synchrony Financial, the largest issuer of private label credit cards in the United States, is partnering with OpenAI to move shopping in ChatGPT from product discovery toward checkout. The lender is deploying OpenAI's models internally and launching a ChatGPT plugin that surfaces marketplace deals, promotional financing and partner offers, with a longer-term goal of making Synchrony cards a native payment option for purchases initiated in chat. Synchrony issues cards for retailers including Amazon, Walmart and Lowe's, and Maran Nalluswami, Synchrony's chief strategy officer, said integrating general-purpose cards into ChatGPT could take six to 12 months, with retailer-only cards likely taking longer because they require coordination with each brand. The effort targets a key gap in agentic commerce, but consumer trust, fraud and dispute handling, and the split of transaction economics among retailers, Synchrony and OpenAI still need to be resolved; Synchrony is also in talks with Anthropic's Claude and Google's Gemini.