{"id":77822,"date":"2025-10-14T12:56:11","date_gmt":"2025-10-14T12:56:11","guid":{"rendered":"https:\/\/www.newsbeep.com\/nz\/77822\/"},"modified":"2025-10-14T12:56:11","modified_gmt":"2025-10-14T12:56:11","slug":"visa-introduces-trusted-agent-protocol-for-ai-shopping","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/nz\/77822\/","title":{"rendered":"Visa Introduces \u2018Trusted Agent Protocol\u2019 for AI Shopping"},"content":{"rendered":"

Visa<\/a> has introduced a tool allowing secure communication between merchants and artificial intelligence (AI) agents.<\/p>\n

The Trusted Agent Protocol, announced Tuesday (Oct. 14), is designed to address the challenges centered around agent-driven commerce.<\/p>\n

\u201cWe believe the entire payments ecosystem has a responsibility to ensure sellers trust AI agents with the same confidence they place in their most valued customers and networks,\u201d Jack Forestell, Visa chief product and strategy officer, said in a news release provided to PYMNTS.<\/p>\n

\u201cFor the past year, we\u2019ve worked closely with sellers, issuers and partners to make sure agent-initiated transactions are as seamless and secure as any payment today. 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 payment and personalized experience for its known users,\u201d added Forestell.<\/p>\n

The release notes that the protocol is being released at a time when AI-driven traffic<\/a> to retail websites in the U.S. has jumped more than 4,700%. But with more agents shopping on behalf of consumers, merchants are facing new obstacles, such as managing bot detection systems that can mistakenly prohibit legitimate agentic transactions, or supporting agent-driven guest and logged-in checkout.<\/p>\n

Visa says the Trusted Agent Protocol aims to address these challenges by letting approved agents securely pass critical information to merchants.<\/p>\n

Advertisement: Scroll to Continue<\/p>\n

\u201cThis provides a much-needed framework for recognizing trusted agents with commerce intent and distinguishes them from malicious automation and rogue bots,\u201d the company said.<\/p>\n

Visa added that it has gotten \u201cinsightful feedback\u201d from early partners that include Adyen<\/a>, Checkout.com<\/a>, Fiserv<\/a>, Microsoft<\/a>, Nuvei<\/a> and Shopify<\/a>.<\/p>\n

The launch of this new tool comes at a time when AI agents are \u201cfast becoming the new gatekeepers of commerce<\/a>,\u201d as PYMNTS wrote earlier this month.<\/p>\n

\u201cFor merchants, the implications are stark. If they cannot adapt to the way agents filter and transact, they risk vanishing from the shopping journey altogether,\u201d that report added.<\/p>\n

Discovery is not about keywords and endless scrolls anymore, PYMNTS argued. In the era of the AI agent, queries become contextual and conversational: type in \u201ca black dress for a summer cocktail party\u201d and you\u2019ll get just a few options.<\/p>\n

\u201cAI agents are no longer a test case on the margins of retail,\u201d the report added. \u201cThey are already shaping which products consumers see, how purchases get executed and where payments are trusted.\u201d<\/p>\n

The upcoming holiday season will show the scale of that influence as spending slows. At the same time, merchants are bracing for a surge in disputes<\/a>, as AI-enabled fraud and \u201cfriendly\u201d chargebacks pile up.<\/p>\n

For all PYMNTS AI coverage, subscribe to the daily AI Newsletter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"Visa has introduced a tool allowing secure communication between merchants and artificial intelligence (AI) agents. The Trusted Agent…\n","protected":false},"author":2,"featured_media":77823,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[16709,60474,365,618,60475,363,364,111,43,139,69,739,145,60476,10708,741],"class_list":{"0":"post-77822","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-artificial-intelligence","8":"tag-agentic-ai","9":"tag-agentic-commerce","10":"tag-ai","11":"tag-ai-agents","12":"tag-ai-powered-shopping","13":"tag-artificial-intelligence","14":"tag-artificialintelligence","15":"tag-new-zealand","16":"tag-news","17":"tag-newzealand","18":"tag-nz","19":"tag-pymnts-news","20":"tag-technology","21":"tag-trusted-agent-protocol","22":"tag-visa","23":"tag-whats-hot"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/77822","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/comments?post=77822"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/77822\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media\/77823"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media?parent=77822"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/categories?post=77822"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/tags?post=77822"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}