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Merchants want AI to shop for customers without losing control over brand and transactions.

Market News
24 Sep 2026
PYMNTS
View Source
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Merchants want AI to shop for customers without losing control over brand and transactions.

Mastercard's Gaurang Shah highlights that while consumers are using AI agents to search and compare products, they hesitate to let AI complete purchases due to trust and liability concerns. Merchants want AI to help customers shop but insist on maintaining control over pricing, brand identity, and customer relationships. The challenge lies in building a trust framework that verifies AI agents' legitimacy and authorization, ensuring consumer protection and merchant confidence. This balance is crucial as AI shopping agents could reshape how consumers discover and buy products, but merchants want to avoid a race to the bottom on price and preserve their unique value propositions.

Mastercard (MA) trades at USD 559.15 as of Sep 24, 2026 15:01 WIB on Pluang, close to its 52-week high of USD 599.86 but well above its 52-week low of USD 471.55. The stock shows a slight 1-day decline of 0.14%, with a dividend yield of 0.63% and a typical hold time of 133 days. Despite the recent small dip, the majority of Pluang users are selling (83%), reflecting cautious sentiment around the financial sector stock amid evolving AI-related merchant strategies.

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