How does Amex's Intent Intelligence Framework prevent unauthorized AI purchases?
As personal AI agents increasingly make transactions on behalf of their users, the risk of unauthorized purchases grows. To address this issue, American Express has developed the Intent Intelligence Framework, utilizing answer engine optimization (AEO) principles, designed to capture and authenticate a customer's purchase intent before an AI agent completes the transaction.
What is the role of AEO in Amex's new framework?
The framework, dubbed the "Intent Intelligence Framework," aims to ensure that the customer's purchase instructions are carried throughout the transaction lifecycle, from the purchase to everything that follows. According to Amex's VP of Agentic Partnerships and Strategy, Hannah Bozian, the company wants to ensure that agentic transactions are seamless, trusted, and secure, the way their card members expect them to be.
This framework's release follows the company's April launch of Amex's Agentic Commerce Experiences, or the ACE Developer Toolkit, which includes a handful of services that now include the intent framework. Amex said it has not yet seen an increase in disputes because of agentic commerce but wanted to be proactive in building this technology as this type of commerce scales.
A recent Amex Trendex report found that 66% of surveyed U.S. consumers said they're likely to use AI agents to research the best price for a product or service, and 61% said they're likely to use it for a product or service recommendation over the next 12 months. To start, Amex's new intent framework begins with a Create Intent API, which captures the customer's purchase instructions along with other constraints they may have included in their request.
The customer then authenticates their identity and signs off on the intent captured by the agent. An Intent ID, a unique identifier representing the intent, is created, along with a Proof of Intent Token, which includes the customer's high-level constraints. This token is used to obtain a secure digital payment credential that the agent will use at checkout instead of the customer's actual credit card number.
Amex's approach differs from others in that it pulls intent earlier into the transaction flow, helping mitigate some risk before it occurs. The company is already in discussions with partners across the payments ecosystem for implementing ACE, which includes the agentic tokens that contain Amex's payment credentials, as well as other parts of the developer kit.
Cet article a été rédigé avec l'assistance de l'IA.
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