Trusted Agents
An advisory firm specialising in Agentic Commerce, Digital Trust and Customer Empowerment.
What will your customer call it?
Sunday 23rd August 2026 What will your customer call it? The digital identity industry has settled on the word "wallet" even though the metaphor breaks. That turns out not to matter, because your customer is only ever going to see the agent. It's not a wallet, but the merchant doesn't care. Hi, welcome to the Trusted Agents Situation Room. We're back from our summer breaks, hope yours was great. Each week we help senior leaders in banking, retail and travel make sense of agentic commerce:...
I replaced our CRM with a Google Sheet and two arguing bots
Sunday 26 July 2026 I replaced our CRM with a Google Sheet and two arguing bots No data entry. No reports. Just the shift most businesses are getting backwards. The whole architecture fits on a hotel notepad - sources in, a Google Sheet in the middle, two bots arguing their way to our action list. That's it. Welcome to the Situation Room, where we help enterprise teams pick up an agentic mindset. In practice that means throwing out software built around the limits of the people using it, and...
Agentic AI is a people decision in a technology badge
Sunday 28th June 2026 Agentic AI is a people decision in a technology badge Most enterprise AI shows no impact on profit, that's not only a technology problem. One reason is workforce design, which is exactly why the CHRO belongs in the room where these calls get made Machines can take the tasks. The judgment in the hands is the job. Photo by Danny Shives on Unsplash Hi, welcome to the Trusted Agents Situation Room. Each week we help business leaders make sense of agentic AI and agentic...
What unlocks the $1.5 trillion Agentic Commerce Opportunity?
Sunday 21st June 2026 What unlocks the $1.5 trillion Agentic commerce is forecast at $1.5 trillion by 2030. Discovery already works, but purchase keeps stalling. Here's what stands between the two. The vault opens once trust can be proven, not felt. Photo by Jason Dent on Unsplash Hi, and welcome to the Trusted Agents Situation Room. Every week we track one shift in B2C agentic commerce and what it means for the people who have to act on it. Trusted Agents is an advisory firm focused on trust...
The Customer You Think You Own
Saturday 13th April 2026 The Customer You Think You Own Whoever owns the agent owns the customer. What that sentence means for any business that has enjoyed control over how customers find it. You called it loyalty. It was the length of the rope. Photo by Torsten Dederichs on Unsplash Hi, welcome to the Trusted Agents Situation Room. Every week we take one shift in agentic AI and work out what it means for the people who have to act on it. This week: bots passed humans on the web, and what...
The Loan Officer and the Algorithm
Sunday 7th June 2026 The Loan Officer and the Algorithm A teaching story, a papal encyclical and two practitioners on the same point: decide deliberately which decisions an agent settles, and which a human must own. Credit: Vatican Media / Wikimedia Commons Hello from Madrid. The Pope is in my city this weekend, celebrating Corpus Christi in Madrid. Today more than a million people filled the streets around Cibeles for an open-air Mass, all week there has been a feeling of warmth and peace....
The Agentic Shift: The deal you never made
Sunday 31st May 2026 The deal you never made For decades, negotiation was rationed by human time. AI Agents are ending that rationing. The best terms go to those who ask. Photo by Cherrydeck on Unsplash Hi, and welcome back to the Situation Room. Each week we track what is happening at the frontier of Agentic Commerce and translate it into something you can actually use. Not the hype, not the vendor noise, but the shifts that will change how your customers find you, how your business...