Visa enhances Visa Intelligent Commerce for agentic commerce

With AI-powered traffic to US retail websites increasing by 4,700%, a new protocol enables a more secure, agent-controlled checkout process by helping merchants verify their purchases and prevent malicious bots. Visa Inc. (NYSE: V) today introduced the Trusted Agent Protocol (TPP), which establishes a fundamental framework for agent-based commerce that enables secure communication between AI agents and merchants during every step of a transaction. The TPP seeks to address the unique challenges faced by agent-based commerce, ushering in a new era where AI can search, compare, and pay on behalf of consumers, while ensuring trust between merchants and AI agents. With the launch of this protocol, developed in collaboration with Cloudflare, Visa reinforces its commitment to promoting more secure and seamless interactions in the ever-evolving smart payments ecosystem. The TPP is now available on the Visa Developer Center and GitHub. Over the past year, AI-powered traffic to US retail websites has increased by over 4,700%, and 85% of shoppers¹ who have used AI to shop say it has improved their shopping experience. https://lnkd.in/gsU_AT8b

𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 𝘃𝘀. 𝗖𝗼𝗻𝘁𝗿𝗼𝗹: 𝗔 𝗡𝗲𝗰𝗲𝘀𝘀𝗮𝗿𝘆 𝗧𝗲𝗻𝘀𝗶𝗼𝗻 𝗶𝗻 𝘁𝗵𝗲 𝗔𝗴𝗲 𝗼𝗳 𝗔𝗴𝗲𝗻𝘁𝗶𝗰 𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲 The recent dispute between Perplexity and Amazon, as outlined in Perplexity’s blog (https://lnkd.in/e7JUYZmD), highlights a growing tension in digital ecosystems: the balance between protecting proprietary assets and enabling open innovation. - Amazon, like any other merchant, has every right to safeguard their data and infrastructure from misuse. - Perplexity, on the other hand, raises valid concerns about gatekeeping and the chilling effect it can have on emerging technologies and consumer-centric innovation. At Visa, we believe the future lies in Agentic Commerce: a model where consumers are empowered by intelligent agents to act on their behalf, securely and transparently. But empowerment must come with responsibility. That means: 1. Consumers should have agency and clarity. 2. Merchants, banks, and agents must be protected from fraudulent actors. 3. Platforms should foster innovation without compromising trust. This is where the Trusted Agent Protocol plays a critical role. It ensures that agents acting on behalf of consumers are authenticated, authorized, and accountable - creating a secure foundation for agent-driven transactions. Agentic Commerce isn’t about choosing sides. It’s about building a digital economy where everyone’s interests are respected, and fraud is proactively mitigated. Learn more about Visa Intelligent Commerce: https://lnkd.in/eTKmQjuX #AgenticCommerce #TrustedAgentProtocol #Ecommerce

How Visa is Preparing for the Agentic Commerce Era In the latest episode of Retail Remix, Nicole Silberstein delves into the future of payments with Rob Cameron, Visa’s Global Head of Acceptance Solutions. As AI revolutionizes how we shop, discover how Visa is setting the stage for a seamless transition. - The rise of agentic AI is transforming commerce, handling everything from discovery to checkout. - Visa’s Trusted Agent Protocol aims to make AI transactions secure and scalable. - Managing fraud and data privacy is crucial in this new era. - Consumer trust will dictate the adoption rate of AI-driven payments. - Retailers need to prepare their systems for AI-centric shopping. - Visa is enabling brands to explore natural language payment experiences. - The payment infrastructure must evolve to support agentic commerce. - Visa’s innovations are paving the way for digital commerce advancements. Quick Action Items: - Assess your current payment systems for AI compatibility. - Educate your team on AI-driven commerce trends. - Strengthen data privacy measures to build consumer trust. As we step into the agentic commerce era, how ready is your business to handle AI-driven transactions? From Retail Remix Full Episode https://lnkd.in/d_cSuXv2

“We believe the entire payments ecosystem has a responsibility to ensure sellers can trust AI agents as much as they trust their best customers and networks,” said Jack Forestell, chief product & strategy officer, Visa https://lnkd.in/gEUTEcQ9

🌐 The Future of Payments Is Agentic — and It Starts with Trust We’re standing at the edge of a new era in digital commerce — one driven by AI-powered agents that can search, negotiate, and transact on our behalf. In this new landscape, agents will interact and make decisions autonomously — but for these interactions to truly scale, they need one crucial foundation: TRUST. That’s why I’m thrilled to share the launch of Visa’s Trusted Agent Protocol — a new framework that helps establish secure, verifiable trust between digital agents, consumers, and businesses. Together, Agentic Commerce and the Trusted Agent Protocol represent the next wave of innovation. “Our new agent protocol is focused on creating no-code functionality for merchants to securely identify agents with an intent to buy and provide a better payments and personalized experience for its known users.” says Jack Forestell, Visa’s Chief Product and Strategy Officer. The internet transformed how we connect. Agentic Commerce will transform how we transact. And Visa is building the trusted rails to make it real. Trusted Agent Protocol is available now in the Visa Developer Center and on GitHub. Check out the specs here: https://lnkd.in/gyCKAx-V #Visa #AgenticCommerce #TrustedAgent #AI #DigitalPayments #Innovation #FutureOfCommerce

🛍️🤖 AI-Enabled Commerce: The Shopper That Never Sleeps Forget tap-to-pay — the next frontier is think-to-buy. 🧠 ➡️ 💸 💳 Visa recently launched its Intelligent Commerce platform (https://lnkd.in/eE3vBqQY), inviting AI agents to shop, compare, and check out for you. These “AI-ready” cards swap card numbers for tokenized credentials, so only your chosen digital sidekick can act on your behalf. You can even set spending limits and moral boundaries — “No luxury golf clubs or Crocs… unless they’re on sale.” 🤑 For consumers, two-thirds of shoppers want agents to snag scarce items or buy at a target price. But here’s the catch — only 24 % trust AI enough to share their data. (Source: Digital Commerce 360) 📉 But innovation this big brings new risk vectors. Fraud teams will need to evolve from monitoring user activity to monitoring agent behavior. When your “shopper” is an algorithm, identity verification becomes behavior-based: how the agent acts, where it connects, and how it tokenizes each transaction. Expect threat actors to test new attack surfaces—prompt-injection scams, rogue agent hijacks, and synthetic-identity agents masquerading as legitimate bots. As these AI agents start making autonomous purchases, real-time decisioning and adaptive authentication will be the backbone of trusted activity. Tokenization will help, but visibility into which agents are being used will be just as important. Agentic commerce could make today’s one-click checkout look like a fax machine (or VHS, anyone?) 📠 ⚙️ Bottom Line Fraud detection teams will shift from asking “Is this person real?” to “Is this AI agent trustworthy?” It’s the same battle, just fought on a faster, more automated playing field. 🥊 For all the fraud fighters out there - our challenge is to make sure the same AI that finds your perfect ski gloves ⛷️ can’t be tricked into buying 40 sets of golf clubs 🏌 on a spoofed API call. Because while I’m all for efficiency, I’d rather my AI spend wisely—on Braves tickets, not bots. ⚾💳

Visa has become the latest firm to introduce a protocol designed to act as a foundational framework needed to enable AI agents to transact payments on behalf of users and merchants.

Visa introduces the Trusted Agent Protocol — a major leap toward secure AI-driven commerce. https://lnkd.in/gzVU374A As AI agents start making purchase decisions and executing checkouts on behalf of consumers, trust and verification become critical. Visa’s new Trusted Agent Protocol creates a framework for: - Authenticating AI agents acting for verified users - Preserving merchant visibility and user relationships - Enabling secure, standards-based data exchange without redesigning payment rails Interesting times ahead. Can Visa replicate what they achieved with 3DS making it the go to protocol for authentication in the card payment industry?

🚨 Agentic Commerce Just Went Live and Mastercard Did It First Mastercard just pulled the trigger on the first-ever AI Agent purchase made on its network. Not a demo. Not a concept. A real transaction executed by an autonomous agent. 🤯 This isn’t “future of commerce.” This is commerce without the consumer. The implications? Payments become invisible. Loyalty shifts from brands to algorithms. Trust moves from people to protocols. If you’re still optimizing for the “user journey,” you’re already one agent behind. 💡 Agentic Commerce isn’t coming, it’s checking out.

Visa has just rolled out the Trusted Agent Protocol, a fresh system designed to help merchants interact securely with AI agents 🤖🛍️ With AI-driven shopping traffic skyrocketing by 4,700%, bots are now making purchases on our behalf. However, this surge brings its own set of challenges: false bot blocks, disrupted checkouts, and trust issues. This new protocol allows trusted agents to share essential information with merchants, ensuring that transactions are smoother, safer, and more personalized — all without needing any coding. It’s a significant leap toward AI-native commerce. #AICommerce #TrustedAgents #Visa