OpenAI partners with Pine Labs to enable agentic commerce

OpenAI has partnered with domestic digital payments company Pine Labs to enable “agentic commerce,” where AI can find, suggest, and complete transactions for users.

With this integration, Pine Labs becomes OpenAI’s first payments partner for ChatGPT in India, letting merchants on its network handle transactions initiated through AI-powered interfaces.

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Pine Labs chief executive Amrish Rau said the partnership is aimed at powering transactions in an AI-first consumer internet. “As merchants increasingly operate in an AI-led world, Pine Labs will be able to power those transactions,” he said.

The move comes as users increasingly use platforms like google’s Gemini and OpenAI’s ChatGPT not just to search, but also for product recommendations and buying decisions. Connecting payments makes it easy to go from discovery to checkout.

Globally, OpenAI has been expanding ChatGPT’s commercial use, exploring ad based monetization and enterprise solutions. In india, fintech companies like Paytm and Razorpay offer AI-powered merchant tools but direct links between global ai chat platforms and local payments systems are still rare.

Rau added that Pine Labs is also developing AI-powered agents that can complete payment transactions, though these are currently available only in select markets in West Asia and Southeast Asia.

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He also said that Pine Labs is increasing AI adoption internally to make operations more efficient and speed up new product launches.

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