Move Over Agents, Here Come the Assistants

Agentic commerce is entering a new phase as personal assistants begin shopping and transacting through today’s web while the infrastructure for protocol-driven commerce continues to develop. For merchants, financial institutions, and payment providers, this creates immediate questions around identity, credentials, fraud, acceptance, and payment economics, while setting the stage for a future in which agents increasingly influence how consumers shop, pay, and interact with businesses.

Companies Mentioned: 

Amazon, Anthropic / Claude, Delta Air Lines, Google / Gemini, Instinct, JPMorgan Chase, Mastercard, Meta / Muse, Morgan Stanley, OpenAI / ChatGPT / Dots, PayPal, Schwab, Shopify, Stripe / Link, Visa, Walmart, xAI / Grok