Trusted Agents
An advisory firm specialising in Agentic Commerce, Digital Trust and Customer Empowerment.
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...
The Grammar of Agentic Commerce
Sunday 24th May 2026 The Grammar of Agentic Commerce What every business leader needs to understand before the proving ground arrives. Maritime Signal Flags: Each one means something precise and so does every protocol. Photo by Nicole Almendrada on Unsplash Hi, welcome to the Trusted Agents Situation Room. In this edition we're anticipating Agentic pilots for Holiday 2026 and providing a guide as to the protocols needed to make these a reality. In 20 seconds The infrastructure that makes...
Uncomfortable Truth
Uncomfortable Truth Hi there, Here’s the uncomfortable truth: you already have enough AI perspectives. Your inbox is full of 80-page decks about autonomy, transformation and “the agentic future.” You’ve seen the quadrants, the maturity curves, the threads declaring AGI is here and the ten AI courses you must complete before your job disappears. But when you close the slides and look at your own products and business, it doesn’t feel like a neat picture or whitepaper. It feels more like a...
The Agentic Shift: The Librarian and the Revolutionary
Sunday 17th May 2026 The Librarian and the Revolutionary AI will synthesise everything that has been thought before. It will not question whether the thinking was right. That is now a leadership competency — and most organisations are not ready for it. One word changed the Odyssey. The word was always there. It took 400 years and a different perspective to see it. Photo by Elsa Tonkinwise on Unsplash In 2017, Emily Wilson did something no woman had done in four centuries of English...