Visa tasked 22 AI shopping agents with buying a television, a laptop and a hair appliance, with each agent making 15 separate attempts. The overall success rate was around 57%, with substantial differences between agents. Agents running on the most advanced AI models, including Google’s Gemini 4 and Meta’s Making agent, recorded the strongest results. In broader Visa research, 61% of US consumers expressed confidence in AI for price comparisons and 59% for checking product availability, but only 23% would trust AI agents to handle the actual transaction. Visa is developing Intelligent Commerce and the Trusted Agent Protocol to support the authentication and security of agent-driven purchases.
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