Exploring agentic commerce

A first look at consumer reactions to agentic

By early 2025, Visa’s Growth Products team had defined the bones of their agentic commerce APIs. I was asked to test two early implementations of what would become Visa Intelligent Commerce.

The first round prompted a second, with stakeholders interested to know whether updated designs would change perceptions and address concerns raised in the first.

The full case study covers:

• Research objectives and approach for both rounds
• High level findings
• Strategic frameworks, inspired by the research

A note on confidentiality

Parts of this work are confidential, so I can only share it at a high level — approach, process, and outcomes, with specific data and product details omitted. Please reach out with any questions.