Research Signals the Emergence of Business-to-AI Commerce
A growing share of business leaders are actively preparing for a commercial landscape in which artificial intelligence becomes a participant rather than merely a tool. Fresh research released by Visa in partnership with Morning Consult shows that the transition toward AI-driven commerce is no longer theoretical. Instead, it is becoming a measurable behavioral shift across both consumers and enterprises. The findings indicate that artificial intelligence is increasingly influencing discovery, decision-making, and purchasing behavior in ways that signal a fundamental change in how commerce operates.
Consumer Purchasing Behavior Already Influenced by AI Tools
The research highlights how AI tools are already affecting consumer buying decisions at scale. Nearly 40% of Americans report making a purchase they would not have otherwise considered after interacting with an AI agent or recommendation system. This data demonstrates how AI has moved beyond simple convenience into a role that actively shapes demand creation and product discovery. Rather than browsing marketplaces independently, consumers are increasingly relying on intelligent systems to filter options, present alternatives, and recommend purchases based on preferences and behavior patterns. This shift suggests that the influence once held primarily by advertising, search engines, and social media is beginning to extend to AI-powered assistants and agents.
AI-to-AI Negotiation Becoming Acceptable to Businesses
One of the most striking findings in the report is the readiness of companies to allow AI systems to negotiate directly with other AI systems. According to the survey, 53% of U.S. businesses would permit AI agents to negotiate pricing or contractual terms on their behalf. This development signals a profound transformation in commercial interactions, moving from human-driven negotiations toward automated, machine-mediated transactions. The willingness to embrace AI-to-AI negotiation reflects a belief that automation can streamline procurement, reduce friction, and improve efficiency while maintaining oversight and accountability.
Businesses Preparing to Optimize Offerings for AI Agents
The study shows that organizations are already adapting their strategies to accommodate AI as a new type of customer. Approximately 71% of businesses surveyed indicated they are willing to tailor products, offers, and user experiences specifically for AI agents. This shift implies that brands are not only thinking about how to sell to humans but also how to structure their digital presence so that machine systems can easily interpret pricing, availability, and value propositions. The result is the emergence of a dual-audience model in which companies must appeal simultaneously to human consumers and the AI systems that assist them.
Rapid Adoption of AI Across Business Operations
The report further reveals that 77% of companies are either using artificial intelligence today or actively piloting AI-driven initiatives. This widespread adoption reflects a broad recognition that AI is becoming an essential component of modern business infrastructure. Organizations are applying AI across customer service, marketing, supply chain optimization, and analytics. The increasing ubiquity of AI in business operations is laying the groundwork for more advanced forms of automation, including autonomous commerce and machine-driven negotiations.
Defining the Business-to-AI (B2AI) Model
Visa describes this new phase of digital commerce as Business-to-AI, or B2AI. In this emerging model, AI agents act as active participants in commercial decision-making and transaction execution. Humans remain responsible for intent and oversight, but machines increasingly handle evaluation, comparison, negotiation, and purchasing tasks. This shift represents a progression from earlier digital commerce models, which focused primarily on human-to-business interactions mediated by digital platforms.
Commerce Shifting from Market-to-Human Toward Market-to-Machine
According to Visa Chief Marketing Officer Frank Cooper III, commerce is transitioning from a “market-to-human” framework to a “market-to-machine” environment. This transformation reflects the growing role of AI agents as economic proxies acting on behalf of individuals and organizations. In this new landscape, AI systems evaluate options, negotiate deals, and execute purchases while maintaining alignment with human preferences and objectives. Trust becomes the central infrastructure that determines how quickly this transition can scale.
AI Expanding from Operational Assistant to Economic Actor
For years, AI has been used primarily to optimize workflows, generate recommendations, and automate repetitive tasks. The new data suggests that AI is now evolving into a decision-making entity capable of executing economic transactions. More than half of business decision-makers report familiarity with the concept of B2AI commerce, indicating that awareness of this emerging model is spreading rapidly within the corporate world. The transition from assistant to economic proxy marks a critical turning point in the evolution of AI.
Business Willingness to Share Data with AI Systems
The survey shows that 88% of businesses are willing to provide pricing and inventory data to enterprise AI systems. This willingness reflects a recognition that AI requires structured and accessible data to function effectively. By sharing operational data with AI platforms, businesses enable automated systems to evaluate supply, demand, and pricing dynamics in real time. This data sharing is a foundational step toward enabling fully automated negotiations and transactions between machines.
Marketing and Sales Strategies Evolving for AI Audiences
The growing presence of AI agents in commerce is forcing businesses to rethink traditional marketing strategies. Instead of focusing solely on emotional storytelling and brand positioning, companies must also consider how AI systems interpret product information. Structured data, transparent pricing, and clear value propositions become essential components of marketing in a B2AI environment. As AI agents become more influential in purchasing decisions, businesses must ensure their offerings are machine-readable and easily comparable.
Consumer Comfort with AI-Assisted Shopping
On the consumer side, acceptance of AI-assisted commerce is increasing, though with clear boundaries. The research shows that 58% of Americans are comfortable with AI comparing prices on their behalf, while 55% are comfortable with AI applying discounts. These findings indicate that consumers appreciate AI’s ability to save time and identify savings opportunities. However, comfort declines as AI’s autonomy increases.
Limited Consumer Comfort with Fully Autonomous Spending
Only 38% of consumers are comfortable allowing AI to complete purchases on their behalf, and just 27% are comfortable allowing AI to spend money autonomously without limits. Meanwhile, 60% of consumers say they would not allow AI to spend any amount without approval. These findings highlight a critical trust gap that must be addressed before fully autonomous commerce becomes mainstream.
Visibility and Control as Core Consumer Requirements
Consumers appear willing to delegate certain tasks to AI, but they want to maintain oversight and control. Visibility into decision-making processes and the ability to intervene remain essential prerequisites for adoption. This dynamic reflects a broader pattern in technology adoption, where users initially prefer assistive automation before gradually embracing higher levels of autonomy.
Trust Levels Vary by AI Provider Type
The research identifies significant differences in trust depending on who provides the AI system. Approximately 36% of consumers trust bank-backed AI systems, while 35% trust AI enabled by payment networks. In contrast, only 28% trust independent AI agents. These findings suggest that established financial institutions and payment networks have an opportunity to play a central role in building trust in AI-mediated commerce.
Financial Institutions Positioned as Trust Anchors
The higher trust levels associated with financial institutions highlight the importance of security, reliability, and regulatory oversight in the adoption of AI commerce. Banks and payment networks already serve as trusted intermediaries in financial transactions. Extending this trust to AI-driven systems could accelerate adoption and reduce consumer hesitation.
Generational Differences Driving Faster Adoption
The research reveals significant generational differences in attitudes toward AI commerce. Nearly half of younger consumers trust AI systems enabled by payment networks, compared to just one-fifth of older consumers. This generational divide reflects broader patterns in technology adoption, where younger demographics are typically more comfortable experimenting with emerging tools.
Younger Consumers More Influenced by AI Recommendations
Among younger users who rely on AI shopping assistants, nearly half report making purchases they would not have otherwise considered due to AI recommendations. This trend highlights how AI is shaping discovery and influencing demand among digital-native consumers. As younger generations gain purchasing power, their comfort with AI is likely to accelerate the adoption of AI-driven commerce.
AI’s Role in Expanding Product Discovery
AI recommendation systems are increasingly serving as discovery engines, introducing consumers to products they might not encounter through traditional channels. By analyzing preferences, browsing history, and behavioral patterns, AI systems can surface highly relevant products and services. This capability is reshaping the role of search and advertising in the customer journey.
Trust Identified as the Primary Adoption Driver
Across both businesses and consumers, trust emerges as the central factor determining how quickly AI commerce will expand. Without trust, adoption slows. With trust, adoption accelerates. Building confidence in AI systems requires transparency, accountability, and robust safeguards that ensure users remain in control.
Commerce Entering a New Machine-Mediated Phase
The research signals that commerce is entering a new era in which AI acts as an intermediary between buyers and sellers. Businesses are preparing for it, and consumers are gradually embracing it. The transformation is already underway, with AI shaping how products are discovered, evaluated, negotiated, and purchased.
Survey Methodology and Sample Details
The study was conducted between January 29 and February 6, 2026, and included 2,000 U.S. adults from the general population as well as 512 U.S. business decision-makers. Interviews were conducted online. The margin of error for the general population sample is plus or minus two percentage points, while the margin of error for business decision-makers is plus or minus four percentage points. Results from the general population were weighted based on gender, age, race or ethnicity, region, and education. The business decision-maker sample was unweighted.
About Visa
Visa (NYSE: V) is a world leader in digital payments, facilitating payments transactions between consumers, merchants, financial institutions and government entities across more than 200 countries and territories. Our mission is to connect the world through the most innovative, convenient, reliable and secure payments network, enabling individuals, businesses and economies to thrive. We believe that economies that include everyone everywhere, uplift everyone everywhere and see access as foundational to the future of money movement. Learn more at Visa.com.
