Visa and Walmart both introduced new ideas last week that could change how people buy things online. AI-driven shopping, known as agentic commerce, is becoming real. Chris Jones, Managing Director at PSE Consulting said: 鈥淎gentic commerce is moving at pace, bolstered even further by two substantial announcements in the last week alone.
鈥淭he first was the launch of Visa鈥檚 Trusted Agent Protocol – a move which provides a way for merchants to recognise reliable AI agents while protecting sales and distinguishing them from malicious actors…”
So, Visa introduced this Trusted Agent Protocol, while Walmart announced a partnership with OpenAI to make shopping possible directly within ChatGPT.
He continued: “The second is that Walmart has now joined forces with OpenAI to enable customers to shop directly within ChatGPT, using the Instant Checkout feature.”
Jones has advised major banks and retailers for over 20 years…
What Is Visa鈥檚 Trusted Agent Protocol?
Visa’s Trusted Agent Protocol was announced last week. The company said it created the system to make transactions between AI agents and online merchants safer. It comes after AI-driven traffic to US retail websites increased by 4,700% over the past year. Visa said 85% of shoppers who have used AI to buy things online felt it improved their experience.
The protocol helps merchants tell apart real AI agents from malicious bots that might try to interfere with online payments. It also allows approved agents to pass secure information during checkout, such as customer recognition data and payment details. This ensures merchants know when an agent is acting on behalf of a verified customer.
Jack Forestell, Visa鈥檚 Chief Product and Strategy Officer, said the company has worked with sellers, banks and partners to make agent-led transactions as safe as any regular payment. The new system, he said, gives merchants simple tools to identify trusted agents and create a more personal shopping experience for their users.
Visa worked with Cloudflare to design the framework, which is available on the Visa Developer Centre and GitHub. Stephanie Cohen, Cloudflare鈥檚 Chief Strategy Officer, said the project helps set up guardrails for safe AI-led shopping. Visa also said it is aligning its framework with standards bodies such as the IETF, OpenID Foundation and EMVCo.
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How Is Walmart Using AI To Change Shopping?
On the same day, Walmart announced a partnership with OpenAI to bring direct shopping into ChatGPT. Customers will soon be able to chat with the AI, get suggestions and buy products instantly through Walmart鈥檚 鈥淚nstant Checkout.鈥�
Doug McMillon, Walmart鈥檚 President and CEO, said the experience will be more natural than typing into a search bar and scrolling through long lists of results. He explained that AI will make shopping more conversational and enjoyable, helping customers plan meals, restock homes, or discover new items with ease.
Walmart has been using AI across its business for years. The company said it has improved its product catalog to shorten fashion production times by up to 18 weeks and cut customer care resolution times by up to 40%. Sam Altman, OpenAI鈥檚 cofounder and CEO, said he was excited to work with Walmart to make everyday shopping easier.
The partnership builds on Walmart鈥檚 AI-first mindset, which includes using ChatGPT Enterprise within the company and promoting AI training through OpenAI Certifications. This means Walmart employees will also learn how to work better with AI systems.
Will Shoppers Trust AI Agents To Handle Their Money?
The two announcements show that AI is moving from an idea to a practical tool in commerce. Jones said: 鈥淎lthough both announcements provide even stronger signals as to the direction of travel in the retail space, consumer take up of agentic commerce will hinge predominantly on trust – in particular how agentic and commerce ecosystems interact to drive confidence.
鈥淐onsumers and merchants must have confidence that AI agents act in their best interest, and that the purchases they initiate are as secure as the ones in their local store.
鈥淭his week鈥檚 announcements by Visa and Walmart highlight a broader industry shift. By working with partners across payments, fintech, and merchant ecosystems, both must now work hard to set the right blueprint for interoperability, security, and transparency for themselves and for the entire ecosystem.
鈥淓stablishing trust early is critical: without it, consumers may hesitate to fully engage, stalling adoption before agentic commerce reaches scale. Agentic commerce鈥檚 promise of better, not just easier shopping will only come when this trust is established.鈥�
