Experian, Synchrony Turn to ChatGPT as New Credit Channel

Generative AI is emerging as a distribution layer for consumer finance as shoppers increasingly use services such as ChatGPT to research products, compare prices and evaluate payment options. Experian and Synchrony are among the financial institutions exploring ways to place personal loans, credit cards and promotional financing closer to the moment when consumers make purchasing decisions.

The latest push would embed credit discovery, recommendations and application pathways within AI-assisted shopping conversations, potentially giving lenders a new source of customer acquisition. The report did not disclose launch dates, transaction values or application volumes. Expansion will depend on whether providers can address consumer trust, data security, fair recommendations, regulatory compliance and responsibility for offers presented through generative-AI platforms.