Artificial intelligence is beginning to take on a new role in the digital economy. From recommending products and resolving queries, it is evolving towards systems capable of executing actions on behalf of users.
The alliance between Visa and OpenAI, announced last June, represents one of the most significant steps in that direction by enabling the development of intelligent agents capable of searching, comparing, and making purchases under parameters previously defined by the consumer.
For Sergio García Estradera, manager of i3e, the announcement confirms a paradigm shift that goes far beyond payment methods. “The important thing is not that an artificial intelligence can make a transaction,” he explains, adding: “What marks a turning point is that we are entering a stage where digital agents will be able to search for information, compare alternatives, and execute actions following the previously defined preferences of each user.”
This new trend, known as Agentic Commerce, is driving a new generation of digital experiences in which artificial intelligence acts as an intermediary between consumers and businesses. Large technology and financial companies are already exploring similar models, anticipating a transformation comparable to that of search engines or e-commerce.
From SEO to the era of AI Optimization
According to i3e, one of the main impacts will be in the way companies compete to attract customers. While for the past two decades brands have worked to improve their positioning on search engines and digital platforms, the emergence of intelligent agents introduces a new interlocutor: artificial intelligence itself.
“Until now, companies competed to capture people’s attention. From now on, they will also have to ensure that artificial intelligence systems consider them the best option to respond to their users’ needs,” warns García Estradera.
In this scenario, factors such as data quality, digital reputation, verified reviews, or the ability to demonstrate attributes such as reliability, price, or sustainability will become increasingly relevant. Just as SEO transformed online visibility, experts anticipate the rise of a new discipline aimed at optimizing brands’ presence for artificial intelligence systems.
“The alliance between Visa and OpenAI is one of the clearest signs of a transition that has already begun. AI will cease to be limited to recommending and will actively participate in the execution of decisions within the digital economy,” concludes García.
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