Cloudflare Inc., the leading connectivity cloud company, announced that it is working with the world's largest payments companies to create an authentication layer for agentic commerce. This industry-wide collaboration leverages the Web Bot Auth protocol, enabling AI agents to shop at millions of merchants globally.
Cloudflare and Visa have worked together to develop and introduce the Trusted Agent Protocol, a new protocol that enables payment networks to integrate Web Bot Auth and allows merchants to securely and transparently engage with the next generation of AI-driven shopping agents. Visa is incorporating these new protocols and capabilities into its agentic payment platform, Visa Intelligent Commerce. Cloudflare is also working with Mastercard and American Express to leverage Web Bot Auth. Mastercard is incorporating Web Bot Auth into Mastercard Agent Pay, enabling merchants to identify trusted agents and deliver secure and personalized agentic commerce experiences easily. American Express will also leverage Web Bot Auth for use in its agentic commerce program. AI agents built with the Cloudflare Agents SDK will soon be able to use these protocols to shop autonomously at millions of merchants globally.
Agentic commerce is an emerging form of online shopping where AI agents act as a personal shopper on a consumers behalf, handling the entire buying process from start to finish. It is creating extraordinary opportunities for consumers and merchants but also introduces new challenges. Merchants now need robust systems to reliably differentiate between trusted AI agents and malicious bots, while also providing a seamless experience to their customers.
