The news: Experian embedded its credit card marketplace directly into ChatGPT, per a press release, so that customers can compare annual fees, introductory offers, rewards, and APRs within the chat interface.

Users can install Experian’s credit card plug-in on ChatGPT and tag @Experian during a chat to get Experian’s recommendations. 

Users can then redirect to Experian’s webpage for personalized credit card offers. 

How we got here: US consumers are warming to AI platforms for product discovery: We forecast that by 2030, 20.9% of US consumers—72.1 million people—will use genAI for personalized recommendations.

Payment providers are already moving to meet early adopters and establish their genAI presence:

• Klarna launched a ChatGPT plug-in for shopping.
• Experian debuted a credit scoring checking app within ChatGPT for UK users.
• And Square launched an app for ordering food from Square merchants through ChatGPT. 

Implication for issuers: Financial acquisition strategies are shifting onto AI surfaces. 

While consumers may feel apprehensive about AI tools making decisions for them independently, 63% of global consumers worldwide would trust AI to notify them about the best deals and discounts, and 58% would trust AI to get factual information about products on their behalf, per Kantar. 

AI plugins are becoming a new surface for platforms like Experian that offer credit card marketplaces and recommendations. If these plug-ins gain traction, issuers won’t be able to rely on their outsize domain citations, per our AI Visibility Index, to reach genAI users.

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