Visa Prepares Global Network for AI-Driven Commerce Boom

Visa is positioning itself at the forefront of the agentic AI commerce revolution, aiming to reshape how consumers discover and make purchases. According to Rubail Birwadker, Visa's senior vice president and global head of growth, the company is preparing its global network to accommodate this shift, which will move beyond the traditional "search, scroll, click, and buy" model to a more intuitive "say it and get it" experience.

The Automagical Experience

Visa's approach centers on providing an "automagical experience" for its 4.5 billion cardholders, 200 million merchants, and 14,500 financial institutions worldwide. The goal is to ensure seamless transactions, whether in physical stores or online, as AI agents begin to act as intermediaries in the purchasing process. Birwadker emphasized that Visa has successfully navigated previous shifts, from eCommerce to mobile and social commerce, and is now focusing on AI-driven commerce.

Navigating Concerns: Fraud, Liability, and Scalability

While AI-driven commerce offers opportunities, it also introduces challenges:

• Fraud Prevention: Merchants are concerned about maintaining a level playing field and preventing fraud. Birwadker noted that the next era of commerce will focus on "letting the good customers in" while keeping fraudsters out.
• Liability Issues: Questions remain about liability when AI agents make errors, such as delivering the wrong product. Visa is working on frameworks to address these scenarios within its dispute process.
• Scalability: Developers are asking how AI-driven commerce will work across different regions, such as Europe and India. Visa is exploring network standards to ensure global operability.

The Future of Agentic Commerce

Visa views agentic commerce as a complementary channel rather than a replacement for existing modalities. The company is committed to maintaining its core promise of a seamless payment experience, regardless of the platform or technology involved. As Birwadker put it, "The simplest way to think about our vision of agentic commerce is just going back to basics."

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