As artificial intelligence rapidly evolves from a supporting tool into an active participant in global markets, a new commercial model is beginning to take shape. According to Visa’s latest Business-to-AI (B2AI) Report, businesses are already preparing for a future where AI agents don’t just assist decisions they execute them.
This shift marks a fundamental transition from traditional “market-to-human” commerce toward a new paradigm: market-to-machine.
From assistant to economic actor
Visa defines B2AI as an emerging framework where AI agents act on behalf of users evaluating options, negotiating terms, and executing transactions, while humans remain accountable for outcomes.
The research, conducted in partnership with Morning Consult, highlights just how quickly this transformation is accelerating:
- 53% of businesses would allow AI agents to negotiate prices or terms autonomously
- 71% are ready to optimize products and digital experiences specifically for AI agents
- 88% are open to sharing proprietary data (pricing, inventory) directly with enterprise AI systems
- 77% are already integrating or piloting AI within core operations
For forward-looking organizations, this is no longer a theoretical shift it is an operational priority.
The trust layer: unlocking real adoption
Despite rapid technological progress, adoption ultimately hinges on trust.
Consumers are increasingly comfortable with AI enhancing their decisions, but not fully replacing them:
- 58% are comfortable with AI comparing prices
- 55% are comfortable with AI applying discounts
- Only 27% trust AI to spend autonomously without limits
- 60% require manual approval for any financial action
Critically, trust increases when established financial infrastructure is involved:
- 36% trust bank-backed AI systems
- 35% trust payment network-enabled AI
- Compared to just 28% for independent AI agents
This highlights a key insight: trusted financial networks are becoming the backbone of agentic commerce.
A generational shift already underway
Younger consumers are leading the adoption curve, accelerating the transition toward AI-driven commerce:
- Nearly 48% of Gen Z trust payment network-enabled AI systems
- Among Gen Z and Millennials using AI shopping tools, almost 50% report discovering and purchasing new products through AI recommendations
AI is no longer just influencing decisions it is actively shaping demand.
Commerce redefined: from interaction to automation
As AI agents begin to evaluate, negotiate, and transact independently, the role of commerce infrastructure is being redefined.
Frank Cooper III, Chief Marketing Officer at Visa, summarized the shift:
“Commerce is moving from market-to-human to market-to-machine. In that world, trust becomes the critical infrastructure.”
For businesses, this means preparing systems not just for human users, but for autonomous digital actors operating at scale.
Building for the B2AI future
The rise of B2AI signals a new competitive frontier. Companies that adapt early by enabling machine-readable offers, secure data access, and AI-ready payment flows will be positioned to lead in an increasingly automated economy.
Visa’s global network, spanning over 200 countries and territories, is evolving to support this transition providing the secure, reliable infrastructure required for both human and AI-driven transactions.
About Visa
Visa (NYSE: V) is a global leader in digital payments, enabling transactions between consumers, merchants, financial institutions, and governments worldwide. Its mission is to connect the world through innovative, secure, and scalable payment infrastructure that powers the future of commerce.
