Visa Inc. (NYSE: V) released research showing that 53% of U.S. businesses surveyed would allow artificial intelligence agents to negotiate prices or terms directly with other AI agents on their behalf. The study, conducted with Morning Consult between January 29 and February 6, surveyed 2,000 U.S. adults and 512 business decision makers.

The research found that nearly 40% of Americans have made purchases they would not normally have considered after using AI agents or tools. Among business leaders, 77% are already using or piloting AI in their operations, while 71% said they would optimize products and experiences specifically for AI agents.

Consumer acceptance varies by activity level. The study showed 58% of Americans are comfortable with AI comparing prices, 55% with AI applying discounts, and 38% with AI completing purchases. However, only 27% would allow AI to spend money autonomously without limits, while 60% would not permit AI to spend any amount without approval.

Trust levels differ based on the entity backing the AI system. The research found 36% of respondents trust bank-backed AI systems, 35% trust payment network-enabled AI, and 28% trust independent AI agents.

Generational differences emerged in the data. Among Gen Z respondents, 48% said they trust payment network-enabled AI systems, compared to 20% of Baby Boomers. Nearly half of Gen Z and Millennial users of AI shopping assistants reported making purchases they would not have otherwise considered due to AI recommendations.

Visa defines this emerging model as Business-to-AI (B2AI) commerce, where AI agents participate in commercial decision-making while humans remain accountable for outcomes. The study found 55% of business decision makers are already familiar with the B2AI commerce concept, and 88% are willing to provide pricing or inventory data to enterprise AI systems.