A new form of digital transaction in which artificial intelligence (AI) searches for products and completes payments on behalf of users has been implemented in actual commerce for the first time in Korea. Mastercard announced that it has demonstrated the potential of 'Agentic Commerce' through a case where an AI agent searched for and booked transportation services and executed the payment.

Mastercard announced on the 17th that in early March, an AI agent linked with the global mobility platform 'hoppa' successfully performed the process of finding, booking, and completing payment for a vehicle service traveling from Incheon International Airport to a hotel in Gwanghwamun, Seoul.

This transaction utilized 'CardInfoLink,' a card information integration technology, and 'Mastercard Agent Pay,' an AI payment infrastructure. The AI agent analyzed the travel route based on the user's location and destination information, selected a suitable vehicle service, and proceeded with the reservation process.

Subsequently, during the payment stage, the transaction was completed without user intervention through Mastercard's AI-based payment system. As the entire process, from search and reservation to payment, was handled automatically, it effectively meant that the AI performed the actual consumption activity on behalf of the user.

Mastercard explained that while it has previously conducted similar AI-based transactions in Singapore, Australia, and Malaysia, this is the first time an actual payment has been made in Korea.

The industry evaluates this case as significant as it represents an early form of 'agent-based consumption,' where AI directly participates in the e-commerce process. Analysts suggest that this approach, which minimizes user intervention and automates transactions, has the potential to spread across online commerce and digital services in the future.

Based on this, Mastercard plans to pursue a strategy to expand AI commerce. We are reviewing plans to expand AI-based transaction models into various service areas in cooperation with domestic credit card companies and digital platform firms.

In addition, to strengthen the competitiveness of AI payment technology in the Asia-Pacific region, plans are underway to establish an 'AI Center of Excellence' in Singapore and expand cooperation with Large-Scale Language Model (LLM) providers and AI agent development companies.

"This case demonstrates that AI can perform payments in a safe and reliable manner in real-world commerce environments," said Yang Jae-yul, Senior Vice President of Digital Payments at Mastercard Korea. "We plan to gradually expand the AI-based transaction ecosystem in cooperation with domestic financial institutions and digital partners."