Visa has introduced a new security framework aimed at addressing challenges posed by artificial intelligence (AI) in retail commerce. This framework, called the Trusted Agent Protocol, enables merchants to distinguish between legitimate AI shopping assistants and malicious bots that target their websites.
The new protocol allows merchants to cryptographically verify the authenticity of AI agents that interact with their sites, as opposed to bots that might engage in activities such as data scraping or fraudulent transactions. This initiative comes amid a surge in AI-driven traffic to U.S. retail sites, which has reportedly increased by over 4,700% in the past year. As existing bot detection systems struggle with the influx, there is a pressing need for improved verification measures to avoid blocking legitimate AI shoppers.
Visa’s Global Head of Growth, Rubail Birwadker, emphasized that merchants require further tools to gain insights into AI shopping activities to enhance safety. With 85% of AI-assisted shoppers reporting improved experiences, retailers face the dual challenge of ensuring security while accommodating new technologies.
The Trusted Agent Protocol involves a three-step cryptographic process. First, AI agents must be vetted and approved through Visa’s Intelligent Commerce program, where they receive a unique digital signature key. Approved agents provide digital signatures that indicate their intent and associated consumer data when visiting a retailer’s website. Merchants can validate these signatures against Visa’s registry of authorized agents.
The launch has generated interest in a competitive marketplace, as other tech companies like Google and OpenAI are also developing their own standards for AI commerce. Visa collaborates with companies like Cloudflare to address the complexities of bot verification.
While Visa aims to streamline this process for merchants, questions regarding liability and authorization for transactions made by AI agents remain. The company has faced legal challenges in recent years, and the acceptance of its protocol among merchants will likely depend on the continued growth of AI-enabled commerce.
As Visa navigates these developments, the balance of power in the emerging landscape of AI shopping remains a critical area of focus, particularly in light of regulatory scrutiny and competition from rival firms. The long-term acceptance of Visa’s Trusted Agent Protocol will depend on various factors, including how well it aligns with industry needs and standards.
Source: https://venturebeat.com/ai/visa-just-launched-a-protocol-to-secure-the-ai-shopping-boom-heres-what-it