Agentic Commerce: 70% of Payments Leaders Exploring AI-Driven Autonomous Purchasing

Blackhawk Network (BHN) has released new research indicating that artificial intelligence is poised to fundamentally alter the gift card market through the rise of "agentic commerce." For fintech professionals, this signals a shift where AI assistants, rather than human shoppers, will soon dictate brand discovery and transaction flow within the multi-billion-dollar branded payments sector.

What was announced

Blackhawk Network has released the findings of its AI & Branded Payments Study, which surveyed 694 U.S. business leaders responsible for incentives, commerce, and branded payments. The research explores the emergence of agentic commerce, a model where artificial intelligence assistants act on behalf of consumers to discover and purchase gift cards. According to the data, 42% of payments leaders believe that by 2030, an AI concierge will likely handle the entire gift card lifecycle—recommending a card, selecting the appropriate value, and sending it to the recipient—without the consumer ever interacting with a retailer’s own website or application.

The study further details that 32% of respondents expect AI to provide recommendations based on a recipient’s specific interests and past purchase history, while 24% anticipate that AI assistants will autonomously purchase and deliver gift cards for preapproved occasions like birthdays or holidays. Businesses are already reacting to this potential shift; 23% of those surveyed reported they are currently building or piloting programs for agentic commerce, and 47% are actively exploring the implications for their branded payment strategies. However, 22% remain in the awareness phase without taking action, and 8% have not yet begun considering the impact of AI on their programs. Additionally, 35% of businesses identified customer experience as the primary area where AI will transform branded payments by the end of the decade.

The companies involved

Blackhawk Network, commonly referred to as BHN, is a major player in the global branded payments sector. The company specializes in the distribution and management of gift cards, corporate incentives, and prepaid payment solutions. Headquartered in the United States, BHN operates as a portfolio company of the private equity firm Silver Lake, which acquired the business to capitalize on the digitisation of the global gift card market. BHN’s infrastructure connects thousands of brands to millions of consumers through a vast network of physical retail locations and digital platforms. The company has positioned itself as a critical intermediary in the stored value ecosystem, managing the complex technology required to issue, activate, and redeem branded currency across international borders. By bridging the gap between traditional retail and modern fintech, BHN has become a central figure in a U.S. gift card market that is estimated to be worth hundreds of billions of dollars.

What FF News has reported before

FF News has closely followed Blackhawk Network’s strategic moves to dominate the digital gift card landscape. In late 2025, we reported that Klarna Deepens Partnership with Blackhawk Network to Tap $447B U.S. Gift Card Market, highlighting how BHN is leveraging major fintech platforms to expand its reach. Beyond market expansion, the company has also focused on the socio-economic drivers of payment choice. We previously covered research showing how Banking Access Dictates Payout Preferences: New BHN Research Reveals Critical Friction for Unbanked Consumers, which examined the barriers faced by consumers without traditional bank accounts when receiving payouts. These reports underscore BHN's dual focus on high-growth digital commerce and the fundamental mechanics of consumer payment behavior.

What this means

The transition toward agentic commerce represents a fundamental shift in the retail power dynamic, moving the point of influence from the consumer's eyes to the AI's algorithm. If AI concierges become the primary gatekeepers for gift card selection, retailers face the risk of losing direct engagement with their customers, as the traditional path to purchase is bypassed. This puts immense pressure on payment providers to ensure their stored value products are fully optimized for machine discovery and API-driven transactions. The industry must now grapple with how to maintain brand differentiation in an environment where an autonomous agent prioritizes utility, data compatibility, and ease of integration over emotional brand affinity.