{"id":948612,"date":"2026-04-02T08:14:11","date_gmt":"2026-04-02T12:14:11","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/visa-defines-the-next-era-of-commerce-when-ai-becomes-the-customer\/"},"modified":"2026-04-02T08:14:11","modified_gmt":"2026-04-02T12:14:11","slug":"visa-defines-the-next-era-of-commerce-when-ai-becomes-the-customer","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/visa-defines-the-next-era-of-commerce-when-ai-becomes-the-customer\/","title":{"rendered":"Visa Defines the Next Era of Commerce: When AI Becomes the Customer"},"content":{"rendered":"<p>        <!--.bwalignc { text-align: center; list-style-position: inside }\n.bwlistdisc { list-style-type: disc }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 Defines the Next Era of Commerce: When AI Becomes the Customer<\/b><\/p>\n<p class=\"bwalignc\"><i>New Visa research reveals more than half of business leaders surveyed are open to AI-to-AI negotiation, but consumers say trust and override capability are non-negotiable<\/i><\/p>\n<p>SAN FRANCISCO&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<br \/>\nA majority of business leaders are preparing for a world where artificial intelligence doesn\u2019t just assist commerce, it participates in it. New research from Visa (NYSE:V) underscores how quickly that shift is gaining momentum.<\/p>\n<p>\nThe Visa Business-to-AI (B2AI) Report, conducted in conjunction with Morning Consult, highlights how AI is already influencing demand. Nearly 40% of Americans have made a purchase they normally would not have considered as a result of using an AI agent or tool. This is an early indication that intelligent systems are beginning to shape how people discover and decide what to buy.<\/p>\n<p>\nThe new report also reveals that 53% of U.S. businesses in the survey would allow AI agents to negotiate prices or terms directly with other AI agents on their behalf, signaling that AI-to-AI commerce is poised to scale.<\/p>\n<p>\nAt the same time, 71% of businesses say they are willing to optimize products, offers and experiences specifically for AI agents, while 77% are already using or piloting AI in their operations.<\/p>\n<p><b>Why B2AI Has Arrived<\/b><\/p>\n<p>\nVisa defines this next phase of commerce as B2AI, an emerging economic model in which AI agents act as active participants in commercial decision-making and execution, while humans remain accountable for intent and outcomes.<\/p>\n<p>\n\u201cCommerce is moving from market-to-human to market-to-machine,\u201d said Frank Cooper III, Chief Marketing Officer at Visa. \u201cB2AI describes what happens next as AI agents begin evaluating, negotiating and transacting on behalf of people. In that world, as always, trust becomes the critical infrastructure. If we don\u2019t build it into machine-mediated commerce, adoption stalls.\u201d<\/p>\n<p><b>AI Is Moving from Assistant to Economic Proxy<\/b><\/p>\n<p>\nFor years, AI has optimized recommendations and streamlined operations. The new data suggests it is now crossing into decision-making territory. Among business decision-makers surveyed:<\/p>\n<ul class=\"bwlistdisc\">\n<li>\n53% would permit AI agents to negotiate directly with other AI agents<\/p>\n<\/li>\n<li>\n88% are willing to provide pricing or inventory data to enterprise AI systems<\/p>\n<\/li>\n<li>\n55% are already familiar with the concept of B2AI commerce<\/p>\n<\/li>\n<\/ul>\n<p>\nThis signals a turning point: brands are no longer just marketing to humans \u2014 they are preparing to transact more freely with intelligent systems acting on behalf of customers and enterprises.<\/p>\n<p><b>Consumers Are Ready, with Guardrails<\/b><\/p>\n<p>\nOn the consumer side, acceptance is accelerating, but trust remains the defining factor for full adoption. The report found:<\/p>\n<ul class=\"bwlistdisc\">\n<li>\n58% of Americans are comfortable with AI comparing prices<\/p>\n<\/li>\n<li>\n55% are comfortable with AI applying discounts<\/p>\n<\/li>\n<li>\n38% are comfortable with AI completing a purchase<\/p>\n<\/li>\n<\/ul>\n<p>\nMeanwhile:<\/p>\n<ul class=\"bwlistdisc\">\n<li>\nOnly 27% are comfortable allowing AI to spend money autonomously without limits<\/p>\n<\/li>\n<li>\n60% would not allow AI to spend any amount without approval<\/p>\n<\/li>\n<\/ul>\n<p>\n\u201cThe message is unmistakable: people are open to AI acting for them, not instead of them,\u201d added Cooper. \u201cOur findings show that trust is the adoption switch for agentic commerce. Consumers are willing to let AI act on their behalf, but only when they retain visibility, control and the ability to intervene.\u201d<\/p>\n<p>\nNotably, trust increases significantly when financial institutions are involved:<\/p>\n<ul class=\"bwlistdisc\">\n<li>\n36% trust bank-backed AI systems<\/p>\n<\/li>\n<li>\n35% trust payment network-enabled AI<\/p>\n<\/li>\n<li>\nOnly 28% trust independent AI agents<\/p>\n<\/li>\n<\/ul>\n<p><b>Generation Acceleration<\/b><\/p>\n<p>\nThe shift is especially pronounced among younger consumers.<\/p>\n<p>\nNearly half of Gen Z (48%) say they trust payment network-enabled AI systems, compared to only 20% of Boomers. Among Gen Z and Millennials using AI shopping assistants, nearly half report making purchases they wouldn\u2019t otherwise have considered due to AI recommendations.<\/p>\n<p><b>A Defining Moment for Commerce<\/b><\/p>\n<p>\nThe data signals that AI is shifting from support system to transaction participant. Businesses are preparing for it. Consumers are cautiously embracing it. Trust will determine how fast it scales.<\/p>\n<p>\nTo learn more about the report, visit <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fglobal-corporate.review.visa.com%2Fsites%2Fvisa-perspectives%2Ftrends-insights%2Fb2ai-the-rise-of-ai-commerce.html&amp;esheet=54476981&amp;newsitemid=20260402378253&amp;lan=en-US&amp;anchor=here&amp;index=1&amp;md5=8e683a8fd3a5fe8e605d4f9ffadab059\">here<\/a>.<\/p>\n<p><b>Methodology<\/b><\/p>\n<p>\nThis survey was conducted between January 29<sup>th<\/sup> to February 6<sup>th<\/sup>, 2026, among a sample of 2,000 Gen Pop Adults in the U.S. and 512 Business Decision Makers in the US. The interviews were conducted online and the results from the full survey have a margin of error of plus or minus 2 percentage points for Gen Pop and plus or minus 4 points for Business Decision Makers. The Gen Pop results are weighted to the U.S. general population based on gender, age, race\/ethnicity, region, and education. The Business Decision Maker results are unweighted.<\/p>\n<p><b>About Visa<\/b><\/p>\n<p>\nVisa (NYSE: V) is a world leader in digital payments, facilitating payments 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&amp;esheet=54476981&amp;newsitemid=20260402378253&amp;lan=en-US&amp;anchor=Visa.com&amp;index=2&amp;md5=0f2b961f4fcc43c638f037a33061769b\">Visa.com<\/a>.<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20260402378253r1&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\/20260402378253\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20260402378253\/en\/<\/a><\/span><\/p>\n<p><b>Media Contact<br \/>\n<br \/><\/b>Conor Febos \u2013 <a rel=\"nofollow\" href=\"mailto:cfebos@visa.com\">cfebos@visa.com<\/a><\/p>\n<p><b>KEYWORDS:<\/b> California United States North America<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Retail Technology Generation Z Fintech Banking Business Other Consumer Professional Services Online Retail Baby Boomers Artificial Intelligence Millennials Electronic Commerce Payments Consumer<\/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\/20260402378253\/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 Defines the Next Era of Commerce: When AI Becomes the Customer New Visa research reveals more than half of business leaders surveyed are open to AI-to-AI negotiation, but consumers say trust and override capability are non-negotiable SAN FRANCISCO&#8211;(BUSINESS WIRE)&#8211; A majority of business leaders are preparing for a world where artificial intelligence doesn\u2019t just assist commerce, it participates in it. New research from Visa (NYSE:V) underscores how quickly that shift is gaining momentum. The Visa Business-to-AI (B2AI) Report, conducted in conjunction with Morning Consult, highlights how AI is already influencing demand. Nearly 40% of Americans have made a purchase they normally would not have considered as a result of using an AI agent or tool. This is an early &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/visa-defines-the-next-era-of-commerce-when-ai-becomes-the-customer\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Visa Defines the Next Era of Commerce: When AI Becomes the Customer&#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-948612","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Visa Defines the Next Era of Commerce: When AI Becomes the Customer - 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-defines-the-next-era-of-commerce-when-ai-becomes-the-customer\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Visa Defines the Next Era of Commerce: When AI Becomes the Customer - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Visa Defines the Next Era of Commerce: When AI Becomes the Customer New Visa research reveals more than half of business leaders surveyed are open to AI-to-AI negotiation, but consumers say trust and override capability are non-negotiable SAN FRANCISCO&#8211;(BUSINESS WIRE)&#8211; A majority of business leaders are preparing for a world where artificial intelligence doesn\u2019t just assist commerce, it participates in it. New research from Visa (NYSE:V) underscores how quickly that shift is gaining momentum. The Visa Business-to-AI (B2AI) Report, conducted in conjunction with Morning Consult, highlights how AI is already influencing demand. Nearly 40% of Americans have made a purchase they normally would not have considered as a result of using an AI agent or tool. 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New research from Visa (NYSE:V) underscores how quickly that shift is gaining momentum. The Visa Business-to-AI (B2AI) Report, conducted in conjunction with Morning Consult, highlights how AI is already influencing demand. Nearly 40% of Americans have made a purchase they normally would not have considered as a result of using an AI agent or tool. 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