The PYMNTS Intelligence report, titled Will the 2026 Shopping Season Go Agentic?, analyzes the evolving landscape of digital commerce. The study incorporates data from a survey of 2,061 U.S. consumers and 60 U.S. retail merchants, conducted from September 2025 through August 2026.
Consumers currently utilize AI tools for product discovery and selection. However, the market lacks standardized protocols for identity verification, payment processing, and transaction permissions. Merchants face challenges regarding data access for AI agents, pricing terms, and liability for automated purchase errors.
The research highlights that consumers prioritize retaining control over financial decisions, preferring tools that offer time-saving features while allowing manual confirmation for major purchases. This creates opportunities for established financial institutions, digital wallets, and card networks to leverage existing consumer trust.
Emerging systems from companies including Mastercard, Visa, Google, OpenAI, and Stripe are being developed to address these gaps. These initiatives aim to help retailers verify authorized AI agents, manage purchase permissions, and protect sensitive payment information from being exposed directly to AI applications.
