A recent pilot by Visa’s Intelligent Commerce program demonstrated promising developments in agentic commerce, suggesting that AI-driven transactions may gain broader acceptance among consumers.
The payment giant reported that hundreds of such transactions were completed successfully, with expectations for significant consumer adoption by the upcoming holiday season. According to Visa’s analysis, approximately 47% of U.S. shoppers already use AI tools for various shopping tasks, such as product recommendations and price comparisons. This indicates potential for even wider usage.
Visa projected that millions of consumers could delegate tasks to AI agents by next year’s holiday season, leveraging the technology for completing purchases. However, questions remain about the pace and extent of consumer adoption in agentic commerce.
A survey from Javelin Strategy & Research found that 40% of consumers who have not yet used such tools expressed willingness to try them. This indicates an openness to adopting AI-powered assistants for shopping tasks, despite potential hesitations around trust and comfort levels.
Accurate Execution and User Experience
Maintaining accuracy in executing user instructions remains a key challenge for agentic commerce. Experts caution that misinterpretation by AI agents or unclear user instructions could lead to transaction disputes, impacting the growth of this ecosystem.
Christopher Miller from Javelin Strategy & Research emphasized the importance of balancing consumer expectations with business liability concerns: “If consumers do not believe they will receive what they expect through these AI agents, it might limit their willingness to use them. This is a fundamental constraint on growth.”
Security Concerns
Another critical issue for agentic commerce involves security risks, including potential fraud and scams. Fake websites and apps could deceive consumers into sharing personal information. Additionally, impersonation scams through text or email pose significant threats.
Suzanne Sando from Javelin Strategy & Research highlighted the need for robust protocols to protect these transactions: “Criminals will likely use generative AI to create convincing imitations of legitimate services, leading to a rise in fraudulent activities. Financial services must prepare comprehensive measures to handle both errors and false positives.”
Visa, Google, and Klarna have developed strategies to safeguard agentic commerce transactions, addressing these concerns proactively.
Preparation for Widespread Adoption
Despite ongoing skepticism, several leading companies like Visa and Mastercard are advancing their initiatives in agentic commerce. Visa has engaged with over 100 partners in various pilot projects and plans to expand Intelligent Commerce into new regions in the coming year.
James Wester from Javelin Strategy & Research urged industry professionals to approach agentic commerce with an open mindset: “Skepticism is natural, but dismissing it shows a lack of imagination. This technology will have a significant impact on our industry and requires careful consideration.”
