Cloudflare Collaborates with Visa and Mastercard to Enhance Security for AI-Driven Shopping Experiences

Cloudflare has announced a collaboration with Visa and Mastercard on October 24, 2025, to enhance security protocols for agentic commerce, amidst the rise of AI agents shopping for consumers. The new methods include the Trusted Agent Protocol from Visa and Mastercard’s Agent Pay, both based on Web Bot Auth for secure agent authentication. These protocols aim to differentiate legitimate shopping agents from malicious bots, enabling merchants to maintain customer relationships and protect first-party data. Cloudflare’s infrastructure processes over a billion transactions daily, and both protocols utilize HTTP Message Signatures with public key cryptography for validation. Merchants using these systems can establish rules for agent interactions without altering their existing setup. This collaboration addresses significant challenges in automated commerce, as noted by experts evaluating AI agents’ viability. As AI-driven shopping evolves, advertising strategies must adapt, shifting focus from direct response to brand awareness initiatives.

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