Visa Unveils Trusted Agent Protocol: A Groundbreaking Framework for Secure AI Commerce

Visa Inc. (NYSE: V) today announced the launch of its Trusted Agent Protocol, a first-of-its-kind ecosystem-led framework designed to secure transactions in the emerging world of agentic commerce. The new protocol enables safe, verified communication between AI agents and merchants, ensuring that every stage of an AI-driven transaction is protected and transparent.

Developed in collaboration with Cloudflare, the Trusted Agent Protocol establishes a foundation for secure agent-to-merchant communication, allowing AI to search, compare, and purchase products on behalf of consumers—while ensuring merchants can trust the agents initiating transactions. The protocol is now available through the Visa Developer Center and GitHub, marking a major step in shaping the future of intelligent commerce.

Addressing the Challenges of AI-Driven Shopping

AI-driven traffic to U.S. retail websites has increased by over 4,700% in the past year, and 85% of AI-assisted shoppers report improved shopping experiences. However, this rapid adoption brings new challenges for merchants, including:

• Preventing bot detection systems from blocking legitimate agentic transactions.

• Supporting agent-driven guest and logged-in checkout experiences.

• Maintaining visibility into the consumer identity and payment data behind each transaction.

The Trusted Agent Protocol solves these issues by allowing approved AI agents to securely share verified credentials and intent data with merchants, helping differentiate between trusted commerce bots and malicious automation.

Empowering Merchants with Secure, Intelligent Checkout

With this new standard, merchants can identify trusted AI agents and accept agent-initiated payments with confidence. The protocol uses agent-specific cryptographic signatures to verify intent and carry relevant data, including:

• Agent Intent: Confirms that the AI agent is acting with legitimate purchase intent.

• Consumer Recognition: Indicates whether the shopper has an existing account or prior relationship with the merchant.

• Payment Information: Enables agents to transmit secure payment credentials for faster, more flexible checkout.

By leveraging these tools, merchants can maintain customer trust, improve personalization, and streamline payment experiences—without overhauling their systems or compromising security.

Leadership Perspectives: Building the Future of Secure AI Commerce

Jack Forestell, Chief Product & Strategy Officer at Visa, commented: “We believe the entire payments ecosystem has a responsibility to ensure sellers can trust AI agents as much as they trust their best customers. Our new agent protocol allows merchants to seamlessly identify trusted agents with buying intent, ensuring a secure, no-code integration and a better, more personalized payment experience.”

Stephanie Cohen, Chief Strategy Officer at Cloudflare, added: “Securing the future of commerce is a shared responsibility. Our collaboration with Visa on the Trusted Agent Protocol is a critical step in creating the guardrails for this new AI-driven ecosystem.”

Built for an Interoperable and Inclusive Future

The Trusted Agent Protocol aligns with global standards organizations such as IETF, OpenID Foundation, and EMVCo, and is compatible with other emerging frameworks, including the Agentic Commerce Protocol and x402 (Coinbase).

Based on the HTTP Message Signature standard and aligned with Web Both Auth, the protocol works seamlessly with existing web infrastructure, minimizing UX changes and ensuring broad interoperability across payment platforms.

A New Era for Agentic and AI Commerce

By bridging the gap between AI-driven agents and merchant trust, Visa’s Trusted Agent Protocol lays the groundwork for secure, scalable, and intelligent commerce. As the global retail landscape embraces AI-powered shopping, this initiative positions Visa and its partners at the forefront of digital payments innovation and ecosystem security.

About Visa

Visa (NYSE: V) is a global leader in digital payments, facilitating transactions between consumers, merchants, financial institutions, and governments in over 200 countries and territories. Visa’s mission is to connect the world through the most innovative, reliable, and secure payments network, empowering individuals, businesses, and economies to thrive.
Learn more at Visa.com