American Express Launches Playbook to Help Businesses Prepare for Agentic Commerce, as AI Changes How Customers Search, Shop and Buy

Today, American Express released the Amex Business Playbook for Agentic Commerce, a guide with research-backed insights and practical steps to help businesses prepare for a future where AI increasingly influences how customers search, evaluate and buy. Through its closed-loop network, which provides direct relationships with both Merchants and Card Members, American Express has a distinct perspective on how changes in commerce affect businesses and their customers. Informed by that perspective, new research and Merchant conversations, the Playbook tackles the questions businesses are asking: Will AI find and recommend my business? How can I prepare for AI-assisted purchases? How can I maintain trust and stand out?

“American Express has a long history of helping Merchants navigate major change, from championing small businesses through Small Business Saturday, to supporting major shifts in consumer behavior, including the rise of e-commerce and contactless payments,” said Anna Marrs, American Express Group President of Global Merchant & Network Services. “We believe agentic commerce could be the most significant change in shopping and purchasing behavior since the start of e-commerce. We’re focused on helping businesses understand what’s changing, prepare for what’s next and capture the opportunities ahead.”

Businesses See Opportunity, but Face Challenges Keeping Pace

New Amex Trendex research ¹ suggests that U.S. businesses see potential in agentic commerce, but many expect to need help adapting. While 83% of surveyed businesses view agentic commerce as an opportunity, 64% of businesses agree the pace of AI innovation is difficult to keep up with. Only 41% of businesses report that they are actively experimenting with or implementing agentic commerce in their businesses, and 86% say they expect their business will need at least moderate support from payment providers and partners to prepare.

Consumer Survey Data Reinforces the Need for Businesses to Prepare

In an Amex Trendex report, two-thirds (66%) of surveyed U.S. consumers say they are likely to use AI agents to research the best price for a product or service, and 61% say they are likely to use it for a product or service recommendation in the next 12 months.

At the same time, consumer trust varies depending on what’s at stake. While 52% of surveyed U.S. consumers feel comfortable allowing an AI agent to purchase everyday, low-cost items such as household essentials and groceries, just 15% say they would feel comfortable with an AI agent buying high-value items, like electronics and appliances.

Amex Business Playbook for Agentic Commerce Is Now Available

To help close those readiness gaps, the new Amex Playbook is now available and free for businesses, addressing agentic commerce questions Merchants are asking today. The first five chapters of the Amex Business Playbook for Agentic Commerce include:

• Agentic Commerce 101
• Be Found and Recommended by AI
• Make AI-Driven Transactions Work for Your Business
• What Businesses Need to Know to Support Trustworthy AI-Assisted Transactions
• Stand Out When AI Narrows the Choices

Amex Merchant AI Advisory Council Will Inform What Comes Next

American Express is establishing a pilot Merchant AI Advisory Council to incorporate Merchant perspectives as AI-enabled commerce evolves. This pilot is intended to provide a forum for Merchants from across industries to share insights and inform American Express’ approach to supporting businesses as new opportunities and challenges emerge.

Helping Merchants Meet the Moment

The Playbook and Advisory Council are the latest in a series of American Express initiatives focused on agentic commerce. Earlier this year, American Express introduced Agentic Commerce Experiences (ACE)™ Developer Kit and Amex Agent Purchase Protection™, an industry-first announcement that it intends to protect eligible Card Members and Merchants from charges related to errors by registered AI agents (terms and conditions will apply). American Express is also working with industry organizations and partners to support the development of common standards that could make it easier for Merchants to participate in agentic commerce solutions across different companies and platforms.

Access the Playbook and learn more.

SURVEY METHODOLOGY

¹ Amex Trendex figures are rounded for simplicity and ease of presentation.

Amex Trendex: Agentic Commerce Edition – Merchant Survey: The survey was conducted by Teneo, a global strategic advisory firm, among a sample of 502 business leaders in the U.S. who have responsibility for making decisions regarding customer payment options or online sales/digital strategy and planning. Respondent companies accept online or mobile payments and are not franchisees. The sample for the study came from an online panel. The anonymous survey was conducted online August 10-18, 2026.

Amex Trendex: Agentic Commerce Edition – Consumer Survey: The survey, conducted by Teneo, is based on a sample of 2,005 U.S. adults age 18+ who have made an online purchase three or more times in the past 6 months based on self-report. The sample for the study came from an online panel. The anonymous survey was conducted online August 10-14, 2026.

ABOUT AMERICAN EXPRESS

American Express (NYSE: AXP) is a global payments and premium lifestyle brand powered by technology. Our colleagues around the world back our customers with differentiated products, services, and experiences that enrich lives and build business success.

Founded in 1850 and headquartered in New York, American Express’ brand is built on trust, security, service, and a rich history of delivering innovation and Membership value for our customers. We seek to provide the world’s best customer experience every day to a broad range of consumers, small and medium-sized businesses, and large corporations, and we build and manage relationships with millions of merchants across our global network.

For more information about American Express, visit americanexpress.com, americanexpress.com/en-us/newsroom/, and ir.americanexpress.com.

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FREQUENTLY ASKED QUESTIONS

What is the Amex Business Playbook for Agentic Commerce?

The Amex Business Playbook for Agentic Commerce is a guide from American Express designed to help businesses understand how AI is changing the way customers discover, compare and purchase products and services. It provides practical guidance on improving visibility in AI-assisted search, preparing operations for AI-assisted purchases, maintaining trust and strengthening customer relationships when AI is part of the purchase journey.

What is agentic commerce, and why does it matter for businesses?

Agentic commerce refers to shopping experiences in which an AI assistant helps a customer discover products, compare options, make recommendations, assemble a cart or initiate a purchase, with varying levels of automation. It matters because AI may play a larger role in which businesses and products customers see, consider and ultimately choose.

What can my business do now to prepare for agentic commerce?

Businesses can start by reviewing how AI tools describe their business, keeping product and business information clear and current, checking the purchase journey for inconsistent information or operational gaps, and asking their commerce, technology and payment providers how they are preparing for AI-assisted shopping. The Playbook recommends beginning with a focused improvement and building capabilities over time.

Why did American Express create the Amex Business Playbook for Agentic Commerce?

American Express is accepted at more than 190 million Merchant locations worldwide ², and supporting businesses is core to what we do — including through our payments products and services, Shop Small and Small Business Saturday campaigns, and our suite of marketing resources for small businesses. Amex created the Playbook to give businesses practical guidance as AI changes how customers search, compare and buy. The guidance draws on American Express expertise, Merchant conversations and research into Merchant readiness and consumer use of AI-assisted shopping.

How is American Express supporting trusted agentic commerce?

American Express is bringing its longstanding tradition of trust, security and service into AI-powered commerce. The ACE Developer Kit is intended to provide a framework of technical specifications to bring American Express Cards and Membership value into AI-powered interactions with trust and control, enabling intent-driven transactions with end-to-end visibility across the commerce lifecycle through Amex’s closed-loop network.

American Express has also announced its intention for the future to extend its backing to agent purchases through Amex Agent Purchase Protection, an industry-first announcement to protect eligible Card Members and Merchants from charges related to registered AI agent error when the Card Member’s purchase intent has been authenticated.

In addition, American Express is collaborating with AI companies and industry associations to help define standards and protocols for a secure, seamless agentic payments ecosystem, including working with industry leaders on frameworks like Google’s Agent Payments Protocol and engaging with EMVCo to help ensure secure, interoperable and trusted transactions at scale.

² Locations in force (LIF) estimate as of July 2026, including an estimated 80 million Merchants that accept American Express in China and Brazil (including through digital wallets). LIF represents proprietary and partner acquired Merchant locations where the Merchant is enabled to accept American Express. LIF estimates incorporate data provided to us by certain third parties and include Merchants that accept American Express through payment facilitators and digital wallets.