Visa has unveiled a powerful new AI-driven shopping assistant designed to completely streamline how consumers shop. From generating shopping lists to comparing prices, placing orders, and organising deliveries, the system handles it all – without the customer needing to lift a finger.
The platform, named Visa Intelligent Commerce, is being built in collaboration with more than 20 leading technology partners, including Microsoft, OpenAI, and Anthropic. It marks a major move by Visa into artificial intelligence, positioning the company beyond its traditional role as a payments provider.
Set to launch first in the United States, the platform is expected to arrive in Australia later this year.
The AI assistant is designed to help users save time and money – particularly valuable during ongoing cost-of-living pressures. It can not only locate the best prices on groceries and everyday goods but also handle more complex tasks like booking holidays and selecting delivery options.
Trust and Control at the Core
While the idea of handing over shopping decisions to an AI might sound risky to some, Visa is placing strong emphasis on control and trust.
Ivana Tranchini, Visa Australia’s Head of Client Engagement, said consumer confidence is essential. She explained that users will be able to set clear boundaries, such as spending limits and preferred retailers.
“For this technology to succeed, people need to trust it,” she said, summarising Visa’s approach as an extension of its six decades of security expertise. “We’re applying the same robust protections used for online and mobile payments.”
Key to this is Visa’s existing security technology, including tokenisation – which hides the real card number when customers pay via smartphones. These same security measures will underpin the new AI environment, offering a seamless but secure experience.
Investing in the Future
Visa’s investment in artificial intelligence has been substantial. The company has poured $3 billion into data and AI over the last ten years and another $11 billion into broader technology efforts over the past five.
With this new platform, Visa aims to move beyond being seen solely as a debit and credit card provider, positioning itself as a digital commerce enabler for both consumers and businesses.
Antony Cahill, a former executive at ANZ and NAB who now leads Visa’s value-added services division, described how generative AI is transforming shopping experiences – and how Visa is adapting.
He explained that AI could soon anticipate needs and take proactive steps, such as buying birthday gifts automatically by drawing on past spending habits, social media activity, and preferences – even writing a personalised note and choosing the most suitable payment method. The idea is to offer a highly tailored, hands-off shopping experience that feels personal but requires minimal effort.
Smarter Spending
Experts believe the technology could be a game-changer for budget-conscious shoppers.
Professor Gary Mortimer, a retail and consumer behaviour specialist at Queensland University of Technology, said the tool could help users shop smarter. Whether maximising loyalty points by selecting a specific retailer or sticking to a set budget while spreading purchases across multiple stores, the AI can optimise for value and convenience.
“You could tell it to stay under $150 and it would shop across retailers to get the best deals,” he said, noting that the system blends personalisation with financial discipline.
The Future of AI in Commerce
Visa’s Intelligent Commerce platform is part of a broader wave of innovation in generative AI, which is rapidly reshaping how people interact with businesses. Unlike traditional digital assistants, these AI agents can act on a user’s behalf, learning preferences over time and making intelligent, independent decisions.
While this promises unmatched convenience, the emphasis remains on user control and data protection. Visa’s approach is to merge its deep expertise in payment security with the emerging capabilities of AI, creating a new standard for digital commerce.
The rollout of this technology will be watched closely, particularly as it expands to international markets like Australia. If successful, it could mark the beginning of a new era in retail – where intelligent agents do the heavy lifting, and consumers simply reap the rewards.
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