Key insights
- Visa's CMO discussed a study on AI agents as a new customer segment, emphasizing trust, control, and security as key barriers. Visa is building infrastructure for AI transactions, keeping humans central. This indicates a long-term positive for Visa as it positions itself to capitalize on the growth of AI-driven commerce. However, the impact on US equities is limited in the short term.
Visa CMO Frank Cooper joins Inside the ICE House to discuss the company’s B2AI study, which examines the rise of AI agents as a new customer segment and highlights trust, control, and security as the key barriers to AI‑driven commerce. Cooper explains how Visa is using the findings to build trusted infrastructure that enables AI transactions while keeping humans at the center. The conversation also explores Visa’s evolving approach to sports and events marketing, from long‑standing global partnerships like the Olympics and World Cup to a broader shift from traditional sponsorship to fan‑focused, creator‑led experiences.