AI is no longer operating behind the scenes in digital commerce — it’s stepping into the role of the shopper. From voice-activated purchases to in-app concierge bots and automated subscription reorders, autonomous digital agents are increasingly acting on behalf of consumers. These agents aren’t just tools; they’re decision-makers. They compare prices, initiate checkouts, redeem loyalty points, and sometimes even trigger returns — without direct human input.
This is agentic AI — intelligent systems empowered to act independently in pursuit of a goal — that isn’t human-led; it’s agent-led. And it’s not a far-off future. It’s already here.
What is Agentic AI?
Agentic AI refers to artificial intelligence systems designed to initiate, plan, and execute tasks autonomously, often on behalf of a human user. These agents don’t just respond — they decide.
Unlike rule-based bots or simple scripts, agentic AI can:
- Determine what to do, not just how to do it
- Operate continuously and adaptively
- Often function as a proxy for a user in complex digital environments
In the context of digital commerce, this means we’re entering a new phase — where shopping is increasingly delegated to intelligent agents that interact directly with merchant systems.
Agentic AI: Impact on Merchants
For merchants, the rise of agentic AI unlocks tremendous possibilities while also introducing new risks.
Opportunities when using agentic AI include:
- Faster, frictionless purchasing through delegated decision-making
- More loyal behaviors from AI that optimize for repeat orders
- High-value customers represented by ultra-efficient, high-converting agents
Risks when using agentic AI can be:
- False declines when agents don’t “look” like a trusted customer
- AI-aided abuse (automated returns, promo stacking, etc.)
- Loss of visibility as interactions become opaque, fast, and machine-driven
In this new reality, merchants must navigate a mix of complex behaviors and technologies — such as distinguishing between a legitimate customer using a voice assistant to reorder groceries and fraud rings deploying bots to test stolen credit cards or AI agents exploiting promo codes at scale. The latter tactics manipulate automated systems in ways that erode margins and undercut marketing efforts, making accurate detection essential to protecting revenue and preserving trust.
Traditional fraud models aren’t built for doing this. To distinguish between good and bad agentic AI, they need a foundation of identity intelligence.
Trust in an AI-First Marketplace
Agentic AI doesn’t just change the how of shopping — it changes the who. Brands must now build trust not only with human consumers but with the intelligent systems acting on their behalf. That trust hinges on one critical capability — the ability to understand identity in real-time, even when that identity isn’t directly tied to a person tapping a screen.
To succeed, merchants need infrastructure that can:
- Recognize and validate AI-driven transactions without adding friction
- Distinguish between good agents and bad bots
- Adapt to new patterns of behavior as agents learn, evolve, and scale
This isn’t just about fraud prevention — it’s about preserving the integrity of the customer experience in a world where not every customer is a human being.
Brands that get this right won’t just prevent fraud; they’ll foster a culture of trust while unlocking loyalty, speed, and efficiency at a scale only possible in an AI-driven economy. Allowing trust to be earned, measured, and enforced in real time — and not just assumed.
