AI isn’t just answering questions anymore—it’s helping people shop, too. And now, it’s helping students pay off debt.
Wildfire Systems, a fintech platform known for powering loyalty programs and shopping companions, has teamed up with Bold.org to launch a first-of-its-kind rewards initiative: students using the Bold Debit Card can now earn Bold Points for purchases made through AI chatbots, including ChatGPT, Gemini, Perplexity, and Claude.
Those points aren’t for free lattes—they can be redeemed to reduce student loan balances, aligning with Bold.org’s mission to improve financial wellness and educational outcomes for students.
The AI Shopping Shift
For decades, the customer journey started in a search bar. But now, AI chatbots are becoming the new front door of e-commerce.
According to a recent User Testing study, one in three Americans plans to use AI tools for holiday shopping, with that number jumping to 57% among Gen Z. Wildfire’s own report, The AI Shopping Shift, found similar results: 44% of Gen Z users say they use AI “Almost Always” or “Often” for online shopping.
This migration from search to AI-driven conversation has created a new “top of funnel” for commerce—one that traditional loyalty systems don’t touch. Bold.org is stepping in to bridge that gap.
“Bold is redefining what it means to reward shopping in the age of AI,” said Jordan Glazier, CEO of Wildfire Systems. “As commerce moves from search to conversation, we make it possible for partners to capture and reward those moments of intent—whether that means cashback, points, or paying down student debt.”
Turning AI Engagement Into Impact
For Bold.org, the move represents both a technological and social innovation. “Our mission is to help students succeed financially and academically,” said Dror Liebenthal, CEO of Bold.org. “As shopping shifts toward AI platforms like ChatGPT and Gemini, we want our members to keep benefiting. Now, every AI-assisted purchase helps pay down student loans—turning innovation into impact.”
The collaboration also underscores Wildfire’s flexible rewards infrastructure, which enables partners to design custom loyalty programs tied to purpose-driven goals—whether cashback, points, or education-linked incentives that drive social good.
The Broader Picture
This partnership marks a milestone in the evolution of AI commerce. As consumer behavior moves toward chat-based recommendations, payment systems and rewards programs must adapt. For Gen Z—a generation juggling debt, digital fluency, and an affinity for AI—the Bold–Wildfire partnership could signal what the next generation of loyalty ecosystems looks like: smarter, more personal, and socially meaningful.
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