Artificial intelligence is evolving from simply offering advice to taking action.
The new model, referred to by analysts as agent commerce, envisions AI independently making purchases on behalf of the user. According to Bank of America, this market could generate up to $1 trillion in revenue for retail in the United States by 2030. The consumption model itself is changing. It is no longer about a person searching for products—now algorithms seek solutions.
Unlike traditional assistants, AI no longer seeks permission. Users set parameters—such as sneakers under $100—and receive not just links, but a completed purchase and tracking number.
While this is convenient, it necessitates a new level of trust and control. Fewer abandoned carts come with increased concerns about security and identity verification.
Payment networks are preparing in advance. For instance, PayPal has launched the Agentic Commerce Services platform, allowing AI systems to make secure payments. By 2026, the company plans to integrate its wallet with ChatGPT, adding a "Buy with PayPal" button.
Visa has introduced the Trusted Agent Protocol, developed in collaboration with Cloudflare, which ensures that a purchase is indeed being made by an authorized agent rather than a random script.
Meanwhile, Mastercard is focusing on Agent Pay, a tokenized payment system with built-in fraud detection. Its partners include PayPal, Microsoft, and Google, with a launch anticipated during the holiday season.
Retailers are already testing the format. Walmart is enabling purchases through ChatGPT, and Amazon has introduced a "Buy for Me" feature that allows AI to place orders on third-party sites. Recently, Mastercard completed its first agent transaction—although still a symbolic step, it implies that the automation of retail purchases is no longer a theoretical concept.
Agent commerce is transforming the very logic of sales. Efficiency is overtaking marketing, brands are giving way to algorithms, and a company's visibility depends not on advertising but on how well its data can be interpreted by AI.
For payment networks, a new race has begun—to be the first to create the infrastructure capable of handling millions of automated purchases. According to Bank of America, those who build a reliable system of trust and payments first will reap the greatest rewards.
