Visa has already started pilot testing a new Artificial Intelligence (AI) solution for online shopping in the United States and expects to bring it to Brazil in early 2026. The idea is that the generative AI agent goes beyond simple recommendations and is capable of executing actions for the user. He may, for example, close a travel reservation, depending on the level of authorization granted by the consumer.
For Visa’s vice president of Business Development in Brazil, Vanessa Antunes, the novelty has the potential to represent “the fourth revolution in commerce”. “We will have a very important change in consumer behavior and in the level of convenience, technology and security that we will be able to deliver”, he stated at a lunch with journalists held in Brasília this Wednesday, 22.
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Behind the innovation, led by Visa Intelligent Commerce, is the partnership between the company and industry giants, including OpenAI, Microsoft, IBM, Anthropic and Mistral AI. The movement is part of Visa’s 2030 strategy to diversify its revenues.
Antunes stated that working with AI has been part of the company’s reality for 30 years and that today the company’s global network has more than 2,500 engineers focused on artificial intelligence. More than US$100 million has been invested in generative AI.
The executive added that Visa recently decided to open APIs and security tools for developers around the world to work on creating e-commerce agents. He added that there are a series of regulations running in parallel to this sandbox that is being tested. Last week, for example, the company launched its first rules control protocol for this environment.
The work with AI is part of a set of strategies developed by Visa to be developed by 2030 and thus continue to increase its penetration of the total volume of payments in the world. Another technology highlighted by the company within this plan is tokenization.
“We have almost 5 billion cards around the world and they have already generated more than 13 billion tokens,” said the VP. “Tokens generated by Visa globally have already resulted in more than $40 billion in incremental revenue for e-commerce companies working with the tokens and saved more than $650 million in fraud.”
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According to Antunes, among the advantages offered by tokens are greater security in the e-commerce environment, greater conversion from cart to retailer and greater trust from the end consumer’s perspective.
B2B solutions are also part of the company’s plans, which highlighted the acceptance of tap-to-phone in Brazil, which allows the store owner to use their own cell phone as a card machine “Brazil, along with the United Kingdom and the United States, is one of the biggest users of the tap-to-phone in the world. In Brazil alone, we have already reached more than 7 million enabled devices”, said the executive.
A third pillar of the strategy consists of consulting and analysis solutions. Named by Visa as value-added services, the area already represents almost a quarter of the company’s revenues worldwide. In this axis, among other points, there are risk and security solutions, which generated profits in the order of US$ 1.5 billion for the company globally last year, and products developed together with the public sector.
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In Brazil, for example, the company maintains a partnership with BRB and is responsible for the technology that allows contactless payment at subway stations and buses in Brasília. The same solution is used in other cities in the country and around the world, such as Rio de Janeiro and London, England. It also provides data to Embratur, related to the habits of foreign travelers in Brazil.
“Visa data is highly reliable. This allows for the creation of more accurate public policies and is not limited to these cases. It can be used, for example, to create a city’s master plan. Where am I going to invest more in an area to build houses or condominiums? Based on the geographic position of the expenditure, this can also be done”, said the director of Visa Government Solutions at Visa do Brasil, Carlos Nunes.
