Visa Sets Aside $100 Million to Invest in Generative AI Startups

Visa, the global payments processor, announced on Monday its plan to invest $100 million in generative artificial intelligence (AI) startups. Generative AI, a promising technology that produces new content by learning from existing data, has attracted significant interest from major tech giants. TechCrunch reported that renowned companies like Microsoft and Alphabet’s Google have already backed the burgeoning sector, especially following the rise of the ChatGPT chatbot.

Anticipated Changes in Commerce

Jack Forestell, Visa’s chief product and strategy officer, emphasized the transformative potential of generative AI. He stated, “While much of generative AI so far has been focused on tasks and content creation, this technology will soon not only reshape how we live and work but will also meaningfully change commerce in ways we need to understand.”

Visa Ventures Leads the Way

The $100 million initiative will be channeled through Visa Ventures, Visa’s corporate investment division with a rich 16-year history. The aim is to support companies leading the way in developing and implementing generative AI technologies. David Rolf, Head of Visa Ventures, expressed enthusiasm for the venture, remarking that generative AI could indeed be “one of the most transformative technologies of our time.”

Visa’s Relationship with AI

• Visa has been integrating AI into its payment processes since 1993.

• This new funding is viewed as an extension of Visa’s dedication to spearheading innovation, delivering value to stakeholders, and propelling global commerce.

• To further support fintechs and other non-banking entities, Visa has also initiated the Visa Ready to Launch (VRTL) program.

Investment Flexibility and Criteria

David Rolf highlighted the flexibility that Visa Ventures possesses regarding the number of investments it plans to make from this fund. The average investment is expected to be in the range of a few million dollars, although larger investments can be considered where a compelling rationale exists.

Particularly, Visa is keen on endorsing businesses that utilize Generative AI to address real-world challenges in commerce, payments, and fintech. This includes both B2B payment processes and infrastructural elements that could profoundly influence commerce. Rolf also stressed the importance of responsible AI use, stating that it aligns with Visa’s policies.

Visa’s Expansion and Collaboration

Visa’s commitment to expansion and innovation is not confined to just this new venture. The company has also fostered installment program partnerships with corporations such as Air Transat and London Drugs, aiming to provide Canadian credit card users with more flexible payment options.

Moreover, there is a notable synergy between the different arms of Visa. Marie-Elise Droga, Visa’s new head of fintech appointed last year, mentioned in an interview that her team frequently collaborates with the Visa Ventures division, often acting as a bridge connecting the venture arm to new opportunities.

The Future of Commerce and AI Integration

The integration of AI into commerce is already changing the way businesses operate, but with the influence and financial backing of industry heavyweights like Visa, this evolution is expected to accelerate at an unprecedented rate. Generative AI holds the potential to redefine the traditional understanding of e-commerce, brick-and-mortar retail, and even peer-to-peer transactions.

Implications for the Consumer

As generative AI becomes more embedded in payment systems, consumers stand to benefit from a range of advanced services. Personalized shopping experiences, efficient transaction processing, and even predictive purchasing advice could become mainstream offerings. For instance, instead of merely suggesting products based on past purchases, AI could generate personalized products or services that perfectly align with a consumer’s needs and preferences.

Impact on Businesses

For businesses, especially those in the e-commerce sector, generative AI offers tools for crafting bespoke marketing campaigns. By analyzing vast amounts of consumer data, businesses can design products or services tailored to precise market segments. Moreover, this technology could assist in streamlining operations, from inventory management to customer service, reducing overheads, and driving profitability.


With this substantial investment, Visa reiterates its commitment to staying at the forefront of technological innovation. By focusing on generative AI startups, the company envisions a future where AI doesn’t merely automate tasks but also revolutionizes commerce and payment systems.