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A new infrastructure demands new trust

AI is starting to sell on your behalf – but is your infrastructure ready?

When AI not only inspires but also sells on behalf of brands, the entire foundation of digital commerce is reshaped. With OpenAI’s Buy it in Chat and the underlying Agentic Commerce Protocol, chat is no longer just a new interface. It’s becoming the infrastructure for the commerce of the future. And that brings new demands for accountability, security, and transparency. 

OpenAI’s Buy it in Chat is changing the future of commerce News | AI

Trust becomes a competitive edge

We’ve previously described how data quality, trust, and brand values are critical in the new AI-driven customer journey. That still holds true. But as transactions move into the hands of AI agents, compliance and data ethics become just as important. 

When customers ask ChatGPT to help them find (and buy) a product, visibility alone isn’t enough. You also need to be trustworthy. In the data the AI relies on as well as the technology that connects your brand to the agent. 

This also means that complying with regulations like GDPR and the AI Act suddenly becomes even more important. 

Infrastructure before interface

Buy it in Chat marks the beginning of a new infrastructure for commerce. An infrastructure where agents and brands collaborate through open standards. And where success depends on your ability to integrate securely, transparently, and flexibly. 

The brands already investing in: 

  • Standardized product data and PIM solutions 

  • Secure and modular backend architecture 

  • Compliance tools that support AI-powered flows 

… will be better positioned when AI-based purchasing becomes the norm. 

Chat as the storefront of the future News | AI

Transparency is more than compliance. It’s UX.

In the context of AI, transparency isn’t just a legal requirement. It’s part of the user experience. If customers don’t understand why your product is recommended, or how their data is being used, you lose their trust. And without trust, there is no conversion. 

This means: 

  • You must be able to explain your data sources. 

  • You need control over how your products are presented, even when it’s through an agent. 

What now?

Buy it in Chat is still only rolling out in the U.S., but it’s only a matter of time before similar functionality arrives in Europe. When it does, regulations will follow. And so will customer expectations. 

At Kruso, we help brands future-proof their digital commerce from data modeling and infrastructure design to transparent AI integration. We believe that those who build trust, build value. 

Is your brand ready to be part of the commerce infrastructure of the future? 

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