More and more purchases begin with a conversation, not a search. Users express a need, and intelligent systems select options, compare alternatives, and guide them to a decision.
This shift opens new opportunities, but also raises new questions for businesses: what happens when it's no longer the customer directly taking every step? How do you manage trust, control of the relationship, and transaction accountability?
Through a survey of 500 businesses, we explore the implications of this scenario and what it means, in practice, to prepare for a model of commerce increasingly mediated by artificial intelligence.
In this context, payment takes on a central role. It is no longer just the final step in the funnel, but the point where security, reliability, and continuity of experience converge — even when decisions and actions are delegated to agents.