A Visa (NYSE: V) research study sheds new light on the evolving landscape of commerce, showing that artificial intelligence is poised to play a far more active role in everyday transactions. Released on April 2, 2026, the report—titled Visa Defines the Next Era of Commerce: When AI Becomes the Customer—examines how AI agents could soon handle negotiations and purchases on behalf of both companies and individuals.
The research reveals a notable divide between corporate readiness and consumer caution.
On the business side, more than half of U.S. executives surveyed—specifically 53 percent—expressed willingness to let AI systems bargain directly over prices and contract terms with other AI counterparts.
Even more striking, 88 percent said they would share critical data such as pricing and inventory details with enterprise-level AI platforms to enable smoother operations.
Additionally, 71 percent of leaders indicated they are prepared to tailor products, promotions, and customer experiences specifically for AI-driven interactions, while 77 percent reported that their organizations are already testing or deploying AI tools in daily workflows.
Familiarity with this emerging “business-to-AI” model stands at 55 percent among decision-makers.
These research findings suggest companies are gearing up for a future in which AI moves beyond simple assistance to become a full participant in commercial dealings.
Nearly 40 percent of American adults have already made unplanned purchases prompted by AI recommendations or agents, signaling that the technology is already influencing consumer demand.
Yet the report underscores that public acceptance hinges on strict safeguards.
While many shoppers appear open to AI assistance—58 percent are comfortable with systems comparing prices and 55 percent support automated discount applications—only 38 percent would allow an AI agent to finalize a transaction independently.
Autonomy remains a major sticking point: just 27 percent are at ease with AI spending money without any restrictions, and a full 60 percent insist on approving every expenditure.
Trust levels rise noticeably when established financial players are involved; 36 percent feel confident in bank-backed AI tools and 35 percent in those enabled by payment networks, compared with only 28 percent for standalone AI agents.
Younger generations show greater enthusiasm, with nearly half of Gen Z respondents expressing faith in payment-network-supported systems.
Frank Cooper III, Visa’s CMO, emphasized the delicate balance required for this shift.
He described commerce evolving from direct human involvement to machine-mediated exchanges, noting that trust serves as the essential foundation.
According to Cooper, people are generally receptive to AI acting for them rather than instead of them, provided they maintain clear visibility, ongoing control, and the power to step in when needed. Without these elements, widespread adoption could falter.
Conducted online between January 29 and February 6, 2026, the survey included responses from 2,000 U.S. adults and 512 business leaders, with results weighted to reflect national demographics.
Visa positions the data as a roadmap for the industry, highlighting that while businesses are accelerating toward AI-to-AI commerce, lasting success will depend on embedding transparency and human oversight into every transaction.
The research report ultimately points to a new economic model—termed B2AI—where AI agents drive decisions and executions, yet humans retain ultimate accountability for intent and results.
As AI agents prepare to negotiate, compare offers, and complete deals autonomously, the Visa findings serve as a timely reminder: technology may be advancing rapidly, but consumer confidence will determine how quickly—and how safely—this transformation unfolds.