Trusted Agents
An advisory firm specialising in Agentic Commerce, Digital Trust and Customer Empowerment.
Situation Room: Somebody else will be doing the shopping
Sunday 20th September 2026 Somebody else will be doing the shopping Meta and Google launched personal agents ten days apart and pointed them at the school run. The households that take them up will reach your website able to order and pay. Photo by Linus Belanger on Unsplash Hi, welcome to the Trusted Agents Situation Room. We help consumer businesses work out what happens when their customers start arriving as agents, and get the technology, the customer experience and the commercial rules...
The Agentic Shift: Everything's Negotiable Again
Sunday 13th September 2026 Everything's Negotiable Again Agents Can Haggle for Everything and the Agentic Commerce Protocols are Now Beginning to Appear The posted prices are final. Photo by Eduardo Soares on Unsplash Hi, welcome to the Trusted Agents Situation Room. At Trusted Agents we help enterprise organizations set their position on Agentic Commerce and turn ideas into working prototypes. This week we're taking our latest research on protocols to look at progress on agentic negotiation....
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...