For decades, commerce has been engineered on certainty.

If a card is tapped, a transaction is recorded.

If a rule is triggered, a flag is raised.

If a threshold is breached, an alert is generated.

This deterministic architecture — precise, reliable, millisecond-perfect — built modern fintech. At Pine Labs, we have proudly operated at this edge of precision, powering millions of merchants and enabling billions of transactions across markets.

But deterministic systems have limits.

• They execute.
• They do not interpret.
• They process.
• They do not reason.

Commerce today is no longer linear. It is contextual, behavioural, and increasingly real-time. It demands systems that do more than follow instructions — it demands systems that understand intent.

This is why we are building Agentic Commerce.

And this is why our collaboration with OpenAI is not a feature integration. It is a foundational shift in how commerce infrastructure itself is designed.

The Shift: From Deterministic Systems to Probabilistic Reasoning

The next generation of fintech will not be powered by static “if/then” flows alone. It will be powered by reasoning systems.

Agentic Commerce introduces an intelligence layer that can:

• Understand context — merchant cash flows, consumer affordability, transaction intent, behavioural signals.
• Weigh probabilities — evaluate optimal pathways instead of executing predefined branches.
• Act autonomously within guardrails — initiate and optimise financial decisions while maintaining auditability, compliance, and trust.

This is not about replacing human decision-makers. It is about augmenting infrastructure with intelligence that can handle scale, complexity, and continuous optimisation.

The commerce switch is no longer just a router of transactions.

It becomes a reasoning engine.

Pine Labs × OpenAI: Embedding Intelligence at the Core

Our collaboration with OpenAI enables us to integrate LLMs directly into the Pine Labs commerce stack. This is not a superficial API layer. We are embedding advanced reasoning capabilities where financial action happens — inside payments orchestration, credit decisioning, risk monitoring, merchant workflows, and consumer interactions. Think of it as giving the commerce infrastructure a dynamic, adaptive brain.

AI is evolving at extraordinary speed. As models advance, capabilities expand, and regulatory frameworks mature, commerce infrastructure must continuously adapt. Our responsibility is not just to deploy intelligence — but to build a platform flexible enough to evolve alongside it, enabling our merchants and partners to stay ahead of change rather than react to it.

This vision manifests into four areas for now — how businesses sell, how consumers pay, how credit is assessed, and how merchant operations scale. We do not see this as the endgame, but just the start.

Pillar 1: Agentic Commerce Suite for Businesses

Commerce That Finds Demand

In the agent-driven economy, commerce will be discovered, decided, and executed inside AI environments.

Businesses will not wait to be searched.
They will be discovered by agents.

We are empowering businesses, especially SMBs, to be LLM-ready by default — connecting catalogues, inventory, payments, and fulfilment into AI-native environments that enable:

• Conversational discovery and AI-led search
• Embedded, delegated checkout across UPI, cards, and wallets
• Agent-to-agent transaction flows
• Omnichannel AI presence across digital and physical touchpoints
• Accountable AI Merchant Agents that optimise for measurable conversion

These agents operate within explicit guardrails — with audit trails, fraud controls, and explainability at the core.

The result?

New demand surfaces.

New monetisation models.

New revenue channels.

This is how businesses grow in an agentic economy — not by adapting to AI, but by being built for it.

Here are some live demos of products in the agentic commerce stack for businesses

Watch a real transaction happen inside an LLM Platform. A user discovers a product, selects it, and pays via UPI without leaving the conversation. No app. No redirect. No broken flow. Real product. Real money. This is agentic commerce on India’s UPI rails. Live. Not a prototype. Kudos to Slandor for being one of our visionary partners, to start their agentic journey.

UPI Payment

Watch as a user browses, selects, and checks out with their card — without leaving the conversation. Pine Labs powers the commerce infrastructure. Mastercard secures every transaction with its authentication standards. No app switch. No redirect. No fragmented checkout. Just a conversation that ends with a confirmed payment.

Card Payment

Watch how we create a digital twin of the best salesperson of any business.

Pillar 2: Agentic Payments Suite for Consumers

From Execution to Intelligence

Payments are evolving.

From bill payments to everyday shopping, AI agents will discover, optimise, and execute transactions directly within conversational interfaces.

But convenience alone is not the goal.
Trust is.

Our Agentic Payments Suite ensures:

• Secure, delegated execution with clearly defined consumer guardrails
• Intelligent comparison across payment options
• Dynamic affordability evaluation (EMIs, pay-later, mandates, budgeting signals)
• Context-aware optimisation for value and ROI

Agents will not simply remind consumers to pay.
They will reason.
They will compare.
They will recommend responsibly.

Payments shift from mechanical execution to intelligent orchestration — secure by design, optimised for value, and built around consumer trust.

Here are some live demos of products in the agentic commerce stack for consumer

Here is a Smarter Way to Handle Bills – a new way to manage bills using AI—bringing real financial workflows into platforms like Claude and ChatGPT. Instead of juggling apps, reminders, and due dates, this experience helps simplify bill tracking, surface potential issues early, and keep users in control through clear approvals and safeguards.

Built on India’s digital payment infrastructure (UPI and BBPS) and designed for the next wave of AI interfaces, our agentic approach makes bill management easier, smarter, and more organized—without taking control away from the user.

Pillar 3: Reasoning-Led Credit Intelligence

Credit as a Continuous System

Traditional credit systems operate episodically.

Apply. Underwrite. Approve or reject.

Review later.

Agentic credit systems operate continuously.

We are reimagining the entire lifecycle — onboarding, underwriting, monitoring, and collections — as an AI-orchestrated system that:

• Moves from static scorecards to reasoning-led decisioning
• Creates digital twins of expert underwriters
• Dynamically monitors risk instead of periodically assessing it
• Deploys predictive recovery agents in collections
• Continuously optimises portfolio performance

Risk becomes adaptive.

Credit becomes contextual.

Access expands while NPAs reduce structurally.

Credit shifts from a snapshot to a living, intelligent pulse.

Pillar 4: AI-Native Merchant Experience

Intelligence Behind the Scenes 

The future of agentic commerce must not only transform external experiences — it must elevate internal systems.

We are embedding AI deep within our own operations to enhance:

• Merchant onboarding and verification
• Continuous risk profiling
• Transaction monitoring
• Reconciliation and settlement
• Support and service workflows
• AI-powered call agents for instant assistance

By transforming these into AI-augmented workflows, friction is removed before merchants ever feel it.

False positives decline.

Turnaround times compress.

Support becomes contextual and proactive.

For merchants, this translates into:

• Lower cost to serve
• Effortless ease of doing business
• Faster, more scalable growth

Operational intelligence becomes a merchant advantage.

Engineering the New Paradigm

Delivering this requires more than innovation — it requires discipline:

• Secure and explainable agent frameworks
• Explicit guardrails and full auditability
• Dynamic, continuously updating compliance logic
• Scalable orchestration layers across payments, credit, and commerce
• Deep integration with India’s evolving digital public infrastructure

We are building this infrastructure layer to be agile — designed to adapt quickly, integrate new capabilities, and evolve alongside our merchants, banking partners, and financial institutions. Our goal is not just to introduce intelligence into commerce — but to enable every participant in the ecosystem to continuously evolve with it.

From here, we build forward.

This is the next chapter of fintech.
This is the age of Agentic Commerce.
And we are engineering it — deliberately, securely, and at scale.

Pine Labs × OpenAI

The age of agentic commerce, engineered.

By Vijeth Pandit

Vijeth is the Chief Product Officer of Pine Labs and Setu. He has built and scaled high-impact products across fintech, telecom, retail, healthtech, edtech, and voicetech, leading end-to-end product strategy and execution at scale.