Visa Signals a New Era of Commerce as AI Becomes the Customer

A new study from Visa reveals that commerce is entering a transformative phase—one where artificial intelligence is no longer just assisting transactions but actively participating in them. The findings highlight the rapid emergence of Business-to-AI (B2AI) commerce, a model in which AI agents act on behalf of consumers and enterprises to evaluate, negotiate, and execute transactions.

Conducted in partnership with Morning Consult, the report underscores how quickly AI is reshaping consumer behavior and business strategy. Nearly 40% of Americans surveyed said they had made purchases they would not have otherwise considered after interacting with AI tools, signaling the growing influence of intelligent systems on decision-making.

AI-to-AI Commerce Gains Momentum

The research points to a significant shift in how businesses are preparing for the future of transactions. More than half (53%) of surveyed U.S. business leaders indicated they would allow AI agents to negotiate prices or terms directly with other AI systems. Additionally, 88% are willing to share pricing or inventory data with enterprise AI platforms, while 77% are already using or piloting AI within their operations.

Visa defines this transition as B2AI commerce—where machines act as economic participants, while humans retain ultimate accountability. As Frank Cooper III, Chief Marketing Officer at Visa, noted, commerce is evolving from “market-to-human” to “market-to-machine,” with trust emerging as the foundational requirement for adoption.

From Assistant to Economic Actor

For years, AI has enhanced recommendations and streamlined workflows. The new data suggests it is now moving into autonomous decision-making territory. With 55% of business leaders already familiar with B2AI, organizations are beginning to design products, pricing strategies, and customer experiences specifically for AI agents rather than just human users.

This marks a structural shift: brands are no longer only marketing to individuals—they are increasingly preparing to transact with intelligent systems acting on their behalf.

Consumers Embrace AI—With Conditions

While consumer openness to AI-driven commerce is rising, trust and control remain critical. The study found that:

• 58% of Americans are comfortable with AI comparing prices
• 55% are comfortable with AI applying discounts
• 38% are comfortable with AI completing purchases

However, autonomy without oversight remains a concern. Only 27% of respondents are willing to let AI spend money without limits, while 60% would not allow any spending without explicit approval.

The findings highlight a clear boundary: consumers are willing to let AI act for them, but not replace them. Visibility, control, and the ability to override decisions remain essential for broader adoption.

Trust Favors Financial Institutions

Trust levels vary significantly depending on who powers the AI. Bank-backed systems (36%) and payment network-enabled AI (35%) are trusted more than independent AI agents (28%). This positions established financial institutions as critical enablers of agentic commerce, providing the credibility needed to scale adoption.

A Generational Shift Underway

Younger consumers are leading the transition. Nearly half of Gen Z respondents (48%) trust payment network-enabled AI systems, compared to just 20% of Baby Boomers. Among Gen Z and Millennials already using AI shopping assistants, nearly half report making purchases they would not have otherwise considered—demonstrating AI’s growing role in shaping demand.

A Defining Moment for Commerce

Visa’s findings point to a pivotal shift: AI is evolving from a support tool into an active participant in the economy. Businesses are building for it, consumers are cautiously embracing it, and the pace of adoption will ultimately depend on one factor—trust.

As commerce transitions toward machine-mediated interactions, the institutions that successfully embed transparency, control, and security into AI-driven systems will define the next era of global trade.