43% of Retailers Are Piloting AI Shopping Agents

Agentic artificial intelligence’s first real test in commerce may come not as a flashy shopping tool, but as a trust exercise that could decide who leads the next phase of digital payments growth.

In the Payments Optimization Tracker, “Agents of Change: How Agentic AI Is Redefining Commerce,” PYMNTS Intelligence and Worldpay argue that autonomous AI is moving from theory into practical commerce.

The report frames agentic AI as a system in which digital agents can search, compare and make purchases based on a shopper’s preferences, opening a large new market for merchants, banks and payment providers. The broader message: The opportunity is real, but adoption will depend less on novelty than on whether the industry can make the experience secure, understandable and easy to trust.

45% of consumers say they would be comfortable allowing AI agents to complete purchases on their behalf, and that rises to 54% for Gen Z, suggesting younger consumers may help pull the technology into the mainstream first.

43% of retailers are piloting autonomous AI, while 81% say they trust AI’s ability to operate autonomously when the right guardrails are in place. That points to a market that is still early, but no longer sitting on the sidelines.

95% of consumers report at least one concern about agentic commerce, and just 5% say they have none. At the same time, 50% of U.S. consumers say they would trust agentic commerce more if they knew fraud protections were in place. That gives the industry a clear signal about what needs to happen next.

What stands out in the report is that the real commercial opening may not come from replacing people with machines. It may come from reducing the friction that slows digital commerce today.

Agentic AI promises to shrink the work consumers do when they shop online, from product discovery to checkout, while helping businesses personalize offers and streamline transactions.

The report says the market could reach $1.7 trillion by 2030, but it also makes clear that scale will not come from speed alone. Consumers remain uneasy about fraud, bad purchase decisions, identity theft and the difficulty of reversing unwanted transactions.

Merchants are uneasy too, especially around liability, chargebacks and AI-driven fraud attacks.

That tension creates a more constructive story than a simple hype cycle. The report shows companies already trying to solve the hardest part of the problem. Worldpay is building an agentic commerce hub and partnering with identity specialist Trulioo.

Google has introduced its Agent Payments Protocol with support from more than 60 organizations. Fraud firms are developing tools meant to spot and stop malicious agents before they can do damage.

The report’s optimistic takeaway is that commerce may be entering a stage where the winners are not the firms with the boldest AI claims, but the ones that make autonomous payments feel safe, governed and useful in everyday life.

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