Source: Fortune
Summary
Visa’s research shows that 71% of businesses are willing to optimize products and offers for AI agents, and over half would allow AI agents to negotiate prices or terms directly with other AI systems. As AI agents increasingly mediate how people research, evaluate, and purchase products, companies will need to rethink how they show up within those decision architectures. To succeed in this new Business-to-AI (B2AI) landscape, companies must structure their data for machine readability, become knowledge sources, build for machine execution, prioritize trust, and emphasize brand purpose.
Our Reading
The strategy enters a familiar phase.
Visa’s research highlights the growing importance of B2AI, with 71% of businesses willing to optimize for AI agents. Companies must now treat AI agents as thought-partners to customers. The core tenets of approaching any thought-partner apply, including meeting the partner where they are, educating them, meshing with their movements, building trust, and ensuring clarity of purpose. As AI agents evaluate options, they rely on structured signals, not just marketing copy. Companies must invest in structured product catalogs, consistent metadata, and standardized schemas.
The numbers tell a story of companies racing to adapt to a machine-mediated marketplace, where meaning still matters.
Author: Evan Null
