OpenAI’s ChatGPT joins hands with Pine Labs to enable agentic commerce

ChatGPT maker OpenAI has integrated its AI platform with domestic digital payments firm Pine Labs to enable “agentic commerce”, a model where AI agents can discover, recommend and complete transactions on behalf of users.

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

Speaking to ET, 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 rely on platforms such as Google’s Gemini and OpenAI’s ChatGPT not just for search and discovery, but for product recommendations and purchase decisions. Integrating payments infrastructure closes the loop from discovery to checkout.

Globally, OpenAI has been expanding ChatGPT’s commercial use cases, including exploring advertising-led monetisation and deeper enterprise integrations. In India, fintech players such as Paytm and Razorpay have rolled out AI-led merchant tools, though direct integrations between global AI chat platforms and domestic payments infrastructure remain limited.

Rau added that Pine Labs is also building capabilities to allow AI-powered agents to execute payment transactions, though such deployments are currently limited to select markets in West Asia and Southeast Asia.

Internally, Pine Labs is accelerating AI adoption to streamline operations and speed up product rollouts, he said.