Fondamenta dell'agentic commerce: risolvere il paradosso della fiducia

The first post in our Agentic Foundations blog series explored how product data built for traditional marketing feeds is a systemic blocker for agentic commerce. We outlined how leading players are addressing this gap, and what it takes to prepare data systems for real-time, machine-driven queries.

But even with a perfect machine-readable catalog, agentic commerce faces a more fundamental constraint: trust.

AI agents are turning the shopper-merchant duo into a trio, disrupting traditional trust signals. The urgent, unanswered question remains: when a machine acts as a proxy, who is liable? 

Until this is answered, trust cannot be established. And without trust, transactions cannot be reliably authorized or resolved, and agentic commerce cannot scale.