{"id":895443,"date":"2025-10-14T06:12:18","date_gmt":"2025-10-14T10:12:18","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/visa-introduces-trusted-agent-protocol-an-ecosystem-led-framework-for-ai-commerce\/"},"modified":"2025-10-14T06:12:18","modified_gmt":"2025-10-14T10:12:18","slug":"visa-introduces-trusted-agent-protocol-an-ecosystem-led-framework-for-ai-commerce","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/visa-introduces-trusted-agent-protocol-an-ecosystem-led-framework-for-ai-commerce\/","title":{"rendered":"Visa Introduces Trusted Agent Protocol: An Ecosystem-Led Framework for AI Commerce"},"content":{"rendered":"<p>        <!--.bwalignc { text-align: center; list-style-position: inside }\n.bwblockalignl { margin-left: 0px; margin-right: auto }\n.bwcellpmargin { margin-bottom: 0px; margin-top: 0px }\n.bwlistdisc { list-style-type: disc }\n.bwpadl0 { padding-left: 0px }\n.bwsinglebottom { border-bottom: solid black 1pt }\n.bwtablemarginb { margin-bottom: 10px }\n.bwuline { text-decoration: underline }\n.bwvertalignt { vertical-align: top }\n.bwwidth100 { width: 100% }\n.bwwidth25 { width: 25% }\n.bwwidth75 { width: 75% }body {font:normal small Arial,Helvetica,sans-serif;color:#000;background-color:#fff;padding:24px;margin:0;} a img {border:0;} h3 {font-size:medium;color:#000;margin:0 0 1em 0; text-align:center;}-->  <\/p>\n<p class=\"bwalignc\"><b>Visa Introduces Trusted Agent Protocol: An Ecosystem-Led Framework for AI Commerce<\/b><\/p>\n<p class=\"bwalignc\"><i>Amidst 4,700% surge in AI-driven traffic to U.S. retail sites, new protocol enables safer agent-driven checkout by helping merchants verify agents and avoid malicious bots<\/i><\/p>\n<p>SAN FRANCISCO&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<br \/>\nVisa Inc. (NYSE: V) today unveiled Trusted Agent Protocol, establishing a foundational framework for agentic commerce that enables secure communication between AI agents and merchants during every step of a transaction. Trusted Agent Protocol aims to address the unique challenges facing agent-driven 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 release of this protocol \u2013 developed in collaboration with Cloudflare \u2013 Visa reinforces its commitment to supporting safer and more seamless interactions in the evolving ecosystem of intelligent payments. Trusted Agent Protocol is available today in the <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fdeveloper.visa.com%2Fcapabilities%2Ftrusted-agent-protocol%2Foverview&amp;esheet=54338694&amp;newsitemid=20251014974512&amp;lan=en-US&amp;anchor=Visa+Developer+Center&amp;index=1&amp;md5=ea35b7b664d26b08400ff2a72d630845\">Visa Developer Center<\/a> and <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fgithub.com%2Fvisa%2Ftrusted-agent-protocol&amp;esheet=54338694&amp;newsitemid=20251014974512&amp;lan=en-US&amp;anchor=GitHub&amp;index=2&amp;md5=2afc817c9778f9412641c3a9a2636be0\">GitHub<\/a><b>.<\/b><\/p>\n<p>\nOver the past year, AI-driven traffic to retail websites in the United States surged over 4,700%, and 85% of shoppers<sup>1<\/sup> who have used AI to shop say it improved their shopping experience. But as more AI agents browse and buy on behalf of consumers, merchants face new challenges:<\/p>\n<ul class=\"bwlistdisc\">\n<li>\nManaging bot detection systems that can mistakenly block legitimate agentic transactions<\/p>\n<\/li>\n<li>\nSupporting agent-driven guest and logged-in checkout<\/p>\n<\/li>\n<li>\nPreserving visibility into the consumer behind the agent and payment data<\/p>\n<\/li>\n<\/ul>\n<p>\nTrusted Agent Protocol intends to address these challenges by enabling approved agents to securely pass critical information to merchants. This provides a much-needed framework for recognizing trusted agents with commerce intent and distinguishes them from malicious automation and rogue bots. In developing this protocol, we have received insightful feedback from other early partners including <b>Adyen, Ant International, Checkout.com, Coinbase, CyberSource, Elavon, Fiserv, Microsoft, Nuvei, Shopify, Stripe and Worldpay.<\/b><\/p>\n<p>\n\u201cWe 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,\u201d said Jack Forestell, Chief Product &amp; Strategy Officer, Visa. \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 payments and personalized experience for its known users.\u201d<\/p>\n<p>\n\u201cSecuring the future of commerce is a shared responsibility, especially as AI agents begin to act on behalf of consumers,\u201d said Stephanie Cohen, Chief Strategy Officer, Cloudflare. \u201cOur work with Visa on the Trusted Agent Protocol is a vital step in building the necessary guardrails for this new ecosystem.\u201d<\/p>\n<p><b><span class=\"bwuline\">Supporting Merchants in the Age of AI-Driven Shopping<\/span><\/b><\/p>\n<p>\nIn an agentic world, merchants need a way to recognize trusted agents, verify their credentials, and maintain customer relationships without overhauling their systems.<\/p>\n<p>\nTrusted Agent Protocol addresses these challenges with new specifications that use agent-specific cryptographic signatures and includes the following information:<\/p>\n<ul class=\"bwlistdisc\">\n<li><b>Agent Intent <\/b>\u2013 An indication that the agent is a trusted agent with an intent to retrieve additional details about, or purchase, a specific product from a merchant.\n<\/li>\n<li><b>Consumer Recognition <\/b>\u2013 Data elements that indicate whether a consumer has an existing account or has previously interacted with the merchant.\n<\/li>\n<li><b>Payment Information <\/b>\u2013 Agents have the option to carry payment data to support a merchant\u2019s preferred checkout or payment method.\n<\/li>\n<\/ul>\n<p><b><span class=\"bwuline\">Built for the Future of Commerce Interoperability<\/span><\/b><\/p>\n<p>\nWhile these initial specifications apply to the Visa network in this phase, enabling agents to safely and securely act on a consumer\u2019s behalf requires an open, ecosystem-wide approach. We are committed to aligning closely with global standards bodies like IETF, OpenID Foundation and EMVCo. We are working closely with our ecosystem partners to ensure that Trusted Agent Protocol will complement other recently announced protocols like the <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.agenticcommerce.dev%2F&amp;esheet=54338694&amp;newsitemid=20251014974512&amp;lan=en-US&amp;anchor=Agentic+Commerce+Protocol&amp;index=3&amp;md5=12250b3931b0968b19bde242bfd22f1a\">Agentic Commerce Protocol<\/a>, and are collaborating with <b>Coinbase<\/b> to align on interoperability with <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.coinbase.com%2Fdeveloper-platform%2Fproducts%2Fx402&amp;esheet=54338694&amp;newsitemid=20251014974512&amp;lan=en-US&amp;anchor=x402&amp;index=4&amp;md5=c6e05e26c545612998729ec5d9d30bdb\">x402<\/a>.<\/p>\n<p>\nBuilt upon the foundational HTTP Message Signature standard, and aligned with <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fdatatracker.ietf.org%2Fwg%2Fwebbotauth%2Fabout%2F&amp;esheet=54338694&amp;newsitemid=20251014974512&amp;lan=en-US&amp;anchor=Web+Both+Auth&amp;index=5&amp;md5=89d116a77eed705a7f3117b9f53fbfbb\">Web Both Auth<\/a>, Trusted Agent Protocol enables merchants and agents to establish trust using existing web infrastructure \u2013 with minimal user experience (UX) changes required on merchant websites or checkout pages \u2013 and extendable to non-web message protocols.<\/p>\n<p><b>About Visa<\/b><\/p>\n<p>\nVisa (NYSE: V) is a world leader in digital payments, facilitating transactions between consumers, merchants, financial institutions and government entities across more than 200 countries and territories. Our mission is to connect the world through the most innovative, convenient, reliable and secure payments network, enabling individuals, businesses and economies to thrive. We believe that economies that include everyone everywhere, uplift everyone everywhere and see access as foundational to the future of money movement. Learn more at <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fvisa.com%2F&amp;esheet=54338694&amp;newsitemid=20251014974512&amp;lan=en-US&amp;anchor=Visa.com&amp;index=6&amp;md5=4264ff26e8de863835b237c9e4c00429\">Visa.com<\/a>.<\/p>\n<table cellspacing=\"0\" class=\"bwtablemarginb bwblockalignl bwwidth100\">\n<tr>\n<td class=\"bwvertalignt bwpadl0 bwwidth25 bwsinglebottom\" rowspan=\"1\" colspan=\"1\">\n<p class=\"bwcellpmargin\">\n\u00a0<\/p>\n<\/td>\n<td class=\"bwvertalignt bwpadl0 bwwidth75\" rowspan=\"1\" colspan=\"1\">\n<p class=\"bwcellpmargin\">\n\u00a0<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"bwvertalignt bwpadl0 bwwidth25\" colspan=\"2\" rowspan=\"1\">\n<p class=\"bwcellpmargin\"><sup>1<\/sup>Source: Adobe Data Insights, August 2025, <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fbusiness.adobe.com%2Fblog%2Fgenerative-ai-powered-shopping-rises-with-traffic-to-retail-sites&amp;esheet=54338694&amp;newsitemid=20251014974512&amp;lan=en-US&amp;anchor=Growth+in+AI-driven+visit+share&amp;index=7&amp;md5=81dba26f773db2627f80596afb6cab78\"><i>Growth in AI-driven visit share<\/i><\/a><\/p>\n<\/td>\n<\/tr>\n<\/table>\n<p>\n\u00a0<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20251014974512r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" style=\"width:0;height:0\" \/><span class=\"bwct31415\" \/><\/p>\n<p id=\"mmgallerylink\"><span id=\"mmgallerylink-phrase\">View source version on businesswire.com: <\/span><span id=\"mmgallerylink-link\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20251014974512\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20251014974512\/en\/<\/a><\/span><\/p>\n<p><b>Media Contacts<br \/>\n<\/b><br \/>Conor Febos<br \/>\n<br \/><a rel=\"nofollow\" href=\"mailto:press@visa.com\">press@visa.com<\/a><\/p>\n<p><b>KEYWORDS:<\/b> United States North America California<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Security IOT (Internet of Things) Retail Artificial Intelligence Software Finance Internet Online Retail Banking Electronic Commerce Professional Services Data Management Digital Cash Management\/Digital Assets Technology Fintech Data Analytics Payments Other Retail Apps\/Applications<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Logo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20251014974512\/en\/1260353\/3\/Visa_Brandmark_Blue_RGB_72ppi.jpg\" alt=\"Logo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>Visa Introduces Trusted Agent Protocol: An Ecosystem-Led Framework for AI Commerce Amidst 4,700% surge in AI-driven traffic to U.S. retail sites, new protocol enables safer agent-driven checkout by helping merchants verify agents and avoid malicious bots SAN FRANCISCO&#8211;(BUSINESS WIRE)&#8211; Visa Inc. (NYSE: V) today unveiled Trusted Agent Protocol, establishing a foundational framework for agentic commerce that enables secure communication between AI agents and merchants during every step of a transaction. Trusted Agent Protocol aims to address the unique challenges facing agent-driven 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 release of this protocol \u2013 developed in collaboration with Cloudflare \u2013 Visa &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/visa-introduces-trusted-agent-protocol-an-ecosystem-led-framework-for-ai-commerce\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Visa Introduces Trusted Agent Protocol: An Ecosystem-Led Framework for AI Commerce&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-895443","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Visa Introduces Trusted Agent Protocol: An Ecosystem-Led Framework for AI Commerce - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/visa-introduces-trusted-agent-protocol-an-ecosystem-led-framework-for-ai-commerce\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Visa Introduces Trusted Agent Protocol: An Ecosystem-Led Framework for AI Commerce - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Visa Introduces Trusted Agent Protocol: An Ecosystem-Led Framework for AI Commerce Amidst 4,700% surge in AI-driven traffic to U.S. retail sites, new protocol enables safer agent-driven checkout by helping merchants verify agents and avoid malicious bots SAN FRANCISCO&#8211;(BUSINESS WIRE)&#8211; Visa Inc. (NYSE: V) today unveiled Trusted Agent Protocol, establishing a foundational framework for agentic commerce that enables secure communication between AI agents and merchants during every step of a transaction. Trusted Agent Protocol aims to address the unique challenges facing agent-driven 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. 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(NYSE: V) today unveiled Trusted Agent Protocol, establishing a foundational framework for agentic commerce that enables secure communication between AI agents and merchants during every step of a transaction. Trusted Agent Protocol aims to address the unique challenges facing agent-driven 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 release of this protocol \u2013 developed in collaboration with Cloudflare \u2013 Visa &hellip; Continue reading \"Visa Introduces Trusted Agent Protocol: An Ecosystem-Led Framework for AI Commerce\"","og_url":"https:\/\/www.marketnewsdesk.com\/index.php\/visa-introduces-trusted-agent-protocol-an-ecosystem-led-framework-for-ai-commerce\/","og_site_name":"Market Newsdesk","article_published_time":"2025-10-14T10:12:18+00:00","og_image":[{"url":"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20251014974512r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en","type":"","width":"","height":""}],"author":"Newsdesk","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Newsdesk","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/visa-introduces-trusted-agent-protocol-an-ecosystem-led-framework-for-ai-commerce\/#article","isPartOf":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/visa-introduces-trusted-agent-protocol-an-ecosystem-led-framework-for-ai-commerce\/"},"author":{"name":"Newsdesk","@id":"https:\/\/www.marketnewsdesk.com\/#\/schema\/person\/482f27a394d4fda80ecb5499e519d979"},"headline":"Visa Introduces Trusted Agent Protocol: An Ecosystem-Led Framework for AI Commerce","datePublished":"2025-10-14T10:12:18+00:00","mainEntityOfPage":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/visa-introduces-trusted-agent-protocol-an-ecosystem-led-framework-for-ai-commerce\/"},"wordCount":853,"image":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/visa-introduces-trusted-agent-protocol-an-ecosystem-led-framework-for-ai-commerce\/#primaryimage"},"thumbnailUrl":"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20251014974512r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en","inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/visa-introduces-trusted-agent-protocol-an-ecosystem-led-framework-for-ai-commerce\/","url":"https:\/\/www.marketnewsdesk.com\/index.php\/visa-introduces-trusted-agent-protocol-an-ecosystem-led-framework-for-ai-commerce\/","name":"Visa Introduces Trusted Agent Protocol: An Ecosystem-Led Framework for AI Commerce - 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