Category Archives: Agentic Commerce

Meta’s Muse: The Agent Becomes the Control Point

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Three weeks ago I argued that Meta would stay upstream as a preference and affinity layer and leave checkout to retailers. Half of that held. Meta is not taking checkout from retailers. But Muse is more than a preference layer. It is an attempt to build a new orchestration point, one that sits between the consumer, the merchant, the wallet, and the payment network.

The shift I am watching is from wallet-centric commerce, where the merchant owns the interaction and presents payment choices, to agent-centric commerce, where the agent orchestrates merchant, wallet, credential, and transaction. If that shift happens at scale, Visa, Mastercard, Stripe, PayPal, banks, and wallets become services the agent can use. Meta owns the consumer relationship and the purchase intent, which is worth more.

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Meta’s AI Move: From Ad Network to Agentic Preference Layer

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A reader comment last week pushed on the Meta AI question. The short version: Meta isn’t trying to own agentic commerce (a smart play given merchant control), and what they are doing is more interesting than most people are giving them credit for.

The Architecture Is Already Set

First, a quick recap of where we stand. The winning model in agentic commerce is the retailer-owned specialist agent. Walmart’s Sparky, Amazon’s Rufus (now Alexa Shopping), Michaels’ Ask Mike. The merchant keeps checkout, keeps the customer relationship, and keeps the data. They’ve essentially built an intelligence layer inside themselves. Anthropic’s Claude Commerce Agents blueprint, open-sourced in September 2026, formalizes exactly this structure: shopping agents and merchant agents that sit within the merchant’s perimeter, not as a consumer-facing oracle trying to own the relationship.

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Anthropic’s New Agents: Picking the Right Side of the Counter

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Short blog. Member only post.

On September 2, Anthropic released Claude Commerce Agents, an open blueprint for building shopping agents and merchant operations agents on Claude. Linas Beliūnas has a good writeup of what actually shipped (Claude Commerce Agents: Anthropic’s Bet on Agentic Commerce). My take is simpler than his, and more opinionated.

Anthropic just made the only bet in this market that I think pays off over the next three years. They are not trying to own the consumer. They are trying to be the intelligence layer inside the merchant’s own store, app and back office. Everyone else is still fighting over the gateway.

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EMVCo Enters the Intent Wars

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September 2026 – VERY VERY LONG Tech Blog on EMVCo’s new Spec

On September 1, 2026, EMVCo published a draft framework that quietly changes the architecture of agentic commerce. The “EMV Agentic Payments — Framework for Specifications” establishes a neutral, interoperable conceptual foundation for managing consumer intent across the entire payment ecosystem. After more than a year of watching proprietary platforms race to own and orchestrate “everything” in agentic, this is the most significant structural move the industry has seen.

I have written about this problem extensively, from Agentic — Intent and the New Data Games to Carts and Mandates: Decoupling Discovery, Authentication, and Liability to Agentic Data Battle: Intent. The core argument has always been the same: without a structure for managing intent, there will be no trust in agentic transactions. EMVCo just read that memo.

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Instinct: Hottest Agentic Assistant – Payments Advantage?

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Short Blog.

Every few months something breaks out of the demo phase and starts showing up in my feed from people whose judgment I trust. This month it is Instinct, a personal assistant out of San Francisco that the WSJ covered on Friday (“The Latest Viral AI Assistant Rocketing Across Silicon Valley,”). It is worth a look, not because it solves agentic commerce (it does not), but because it is the clearest example yet of where agentic actually gets traction first, and it is not where the payments industry has been looking.

The advantages of edge Use Cases and SMS…. the biggest breakthrough is happening in categories where there is no cart at all.

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Agentic Reality: Advertising

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The hype machine behind agentic commerce is at its apex. Every week brings another protocol announcement, another pilot, another prediction that autonomous agents will soon do our shopping for us. For payment executives trying to separate signal from noise, here is the signal: the first real agentic business model is not autonomous checkout. It is advertising.

What Is Actually Working: AI Inside the Retailer

AI is making great strides within the retailer’s own domain. Amazon’s Rufus, Walmart’s Sparky, and Michaels’ “Mike” are conversational agents built by retailers, trained on their own assortment and category expertise, driving basket sizes up over 35% in the best implementations. Amazon told investors that Rufus helped generate nearly $12 billion in incremental annualized sales, with monthly active users up 115% and users 60% more likely to complete a purchase (Bain & Company, “Agentic AI in Retail: How Autonomous Shopping Is Redefining the Customer Journey,” May 2026). Michaels took “Ask Mike” from concept to production in six weeks on Google Cloud, as I covered in Google Pulls Back From “Buy For Me”.

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Google Pulls Back From “Buy For Me”

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Summary: Refocusing on a Merchant Message as Merchants control these early days of Agentic

Something quietly changed in Google’s agentic commerce story over the last twelve months, and almost nobody has called it out.

As I related in Google I/O 2025 the headline was “Buy for me.” The pitch was clean and consumer facing: AI finds the product, you set the price you are willing to pay, Google watches the market, you confirm, and Google completes the checkout using Google Pay. Google called it agentic checkout. I wrote at the time that the price of entry for merchants was simply adding the GPay button, and that qualified agentic demand would finally give merchants a reason to do it.

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Stripe/Advent – PayPal: My Thoughts

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Two weeks ago I wrote up the Reuters report that Stripe and Advent had offered $53B for PayPal. That post was mostly reporting, plus some structural background on operating models and processing volumes. This one is opinion. You have been warned.

Let me start with the disclaimer that matters. I am not a financial analyst. I have no idea whether paying roughly 7x PayPal’s ~$8B in EBIT is a bargain or bizare. Kenneth Suchoski at Autonomous Research put the implied multiple at about 11x 2027 NOPAT and called the financing “a lot of debt to put on this asset,” which sounds about right to me, but he does this for a living and I do not.

What I do know something about is payment networks, merchant behavior, and consumer adoption. On those three dimensions I have 3 concerns:

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Agentic Apocalypse — How to Stop It

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Company Spotlight: Delta Network

June 30, 2026

In my recent posts on Agentic Data Battle: Intent and Agentic – Intent and the New Data Games, I’ve emphasized that the trust challenge in agentic commerce goes far beyond authenticating the consumer and the agent. We must verify the action itself (the fourth pillar of any transaction). But no one is willing to budge. Platforms don’t want to give out intent to banks or networks (even with explicity consumer consent), they don’t want to be measured. While networks are the right neutral party, network VAS means loss of control. Today’s blog outlines the hard data on agent intent failure (28%) and best in class example of how to fix it.

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Agentic Data Battle: Intent

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Paid Content

Key Friction Point in Agent (M2M) Transactions. Example of why real agentic transactions are 2-3 yrs away. We have a new party in a transaction that everyone needs to trust: the agent. Mastercard/Google Verifiable Intent is a LONG WAY from satisfying the need. It’s a self-attestation (see the Technical Addendum at the end of the Blog).

My prior blogs have focused extensively on the trust challenge in agentic commerce: authenticating the consumer and the agent (the actor). As I discussed in EMVCo and DPCs, financial institutions must verify and authenticate the four pillars of a transaction: the User, the Instrument, the Actor (Agent), and the Action (Payment). Today, I want to dive deeper into the fourth pillar—the Action—and the emerging battle over intent data.

A New Party to the Transaction

For decades, payment transactions have involved a familiar cast: the consumer, the merchant, the issuer, and the network. Each party has well-defined roles, risk allocation, and data flows governed by established rule sets. Agentic commerce introduces a new party: the Agent.

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