Visa Defines the Next Era of Commerce: When AI Becomes the Customer
A majority of business leaders are preparing for a world
where artificial intelligence doesn’t just assist commerce, it participates in
it. New research from Visa 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 indication
that intelligent systems are beginning to shape how people discover and decide
what to buy.
The 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, signalling that AI-to-AI commerce is poised to
scale
At the same time, 71% of businesses say they are willing to optimise
products, offers and experiences specifically for AI agents, while 77% are
already using or piloting AI in their operations.
Visa 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
“Commerce is moving from market-to-human to
market-to-machine,” said Frank Cooper III, Chief Marketing Officer at Visa.
“B2AI 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’t build it into machine-mediated
commerce, adoption stalls.”
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