Tag Archives: intent

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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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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AP2 Donation to FIDO 

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Yesterday Google donated AP2 to the FIDO Alliance , let me share my thoughts on what this means.  

  1. Effort to drive cross-industry standardization and extend Google’s established success within the FIDO ecosystem (log in with Google) while addressing the structural limitations of FIDO.

  2. A “tipping point” transition from “Identity as a Service” to “Identity as an Infrastructure,” where the mobile handset functions as the primary root of trust for autonomous commerce. Google is telling FIDO that they must incorporate elements of W3C VCs to have a future.

  3. Google’s first big public move toward device bound credentials (Titan M2, Anroid Credential Manager, Android Ready Alliance, …etc).

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Agentic – Intent and the New “Data Games’

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While the industry recognizes that agentic commerce is reshaping payments, the more immediate technical friction lies in how it re-engineers data sharing. We are moving past the “top-of-funnel” coordination of inventory and pricing seen in protocols like UCP/MCP, entering the more contentious territory of AP2/ACP to coordinate trust and payment.

The Collaboration Paradox

As I’ve noted in Strategic Innovation Era, we are seeing a “Retailer First” surge. Successes like Walmart’s Sparky and Amazon’s Rufus prove that retailers are intent on controlling their own data and checkout environments.

However, external collaboration is mandatory for scale. I remain a proponent of Google’s approach: rather than a monolithic LLM, they are building a world of specialist model partnerships. But collaboration requires data exchange—the primary point of friction in this stage of strategic innovation.

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