By leveraging its global infrastructure, user trust, and expertise in digital payments, Visa is emerging as a key player in building trust between consumers, banks and merchants in the new AI economy
From Cards to AI-Powered Commerce: The Payments of Tomorrow Will Be an Integral Part of Everything We Do, says Ana Drašković, Vice President and General Manager of Visa Southeast Europe, with whom we spoke about digital payments, the influence of cashless transactions and other innovative electronic payment models on both the local economy and the global market.
Visa has been synonymous with innovation for decades, and recently you marked the beginning of a completely new era of commerce globally – AI commerce. What exactly does it entail, and how does it impact the future of digital payments?
— We are at a pivotal moment for digital payments. At Visa, we recently unveiled an initiative that has been in development for years, marking the beginning of a new era in commerce – AI commerce. Powered by artificial intelligence, it fundamentally changes how consumers discover, purchase and manage products and services. At the same time, Visa’s network is becoming open to developers and AI collaborators, enabling a seamless, secure and personalised payment experience.
By leveraging its global infrastructure, user trust and longstanding experience in digital payments, Visa is emerging as a key player in fostering trust between consumers, banks and merchants in the new AI economy. Our collaboration with leading technology partners such as Microsoft, OpenAI, Stripe and Samsung further reinforces this vision. AI is no longer simply a tool for fraud prevention – it now underpins a wholly new, intuitive and automated form of commerce.
In practical terms, this means an AI agent could book a table at a sought-after restaurant in New York – or secure villa accommodation in the Maldives – within seconds, all without exposing card data or triggering fraud alerts.
In what way does the growth of cashless payments via innovative electronic transaction models affect the local economy’s reach into the global market? Can it be said that Serbia, in this regard, is part of the developed world?
— Digital payments are a key driver of economic development and one of the primary engines of future growth. In the region’s least developed countries, expanding access to the digital economy could increase GDP per capita by as much as 46% over the next thirty years.
Digital payments are a key driver of economic development and one of the primary engines of future growth. In the region’s least developed countries, expanding access to the digital economy could increase GDP per capita by as much as 46% over the next thirty years
Major changes are under way, and we are part of this transformation. Digital payments enable small and medium-sized businesses to more easily access global markets, optimise their operations, and increase their competitiveness. Serbia is making notable progress, both in adopting digital solutions and in its openness to innovation. According to the National Bank of Serbia, a record 82.4 million online purchases were made in 2024 – averaging over 225,000 transactions per day.
This represents a 39.2% increase compared to 2023, and a 288.5% rise compared to 2020.
The banking and financial sector has long been evolving beyond its original boundaries. Are we seeing more collaboration and reliance on fintech companies that provide efficient digital payment solutions?
— The line between traditional financial institutions and the fintech sector is becoming increasingly blurred. This type of collaboration delivers optimal results by combining the agility and innovation of start-ups with the trust and expertise of established banks.
Soon, consumers will be able to delegate payments to AI agents that can use Visa cards with any of the more than 150 million merchants that accept them, for virtually any purpose
In the near future, thanks to the concept of “agentic commerce”, users will be able to delegate tasks like browsing, purchasing and managing financial transactions to AI agents. But for this model to succeed, it’s essential that AI agents earn the trust not only of users, but also of banks, merchants and other stakeholders. Visa plays a central role in building that trust by providing simple and secure access to its network for partners across the AI industry, tech companies, the banking sector, financial institutions and retailers.
Visa has always been synonymous with innovation, but also with secure and reliable transactions. Does the advancement of modern technologies call for more public education on the benefits of cashless payments?
— Absolutely. While technology is advancing rapidly, public perception tends to evolve more slowly. Many users still harbour concerns, largely due to a lack of information and fear of the unknown. In terms of security, Visa has invested over $9 billion in new technologies and the development of 100 distinct tools. This enables us to protect users and stay several steps ahead. In just one year, Visa prevented $27.1 billion worth of fraudulent activity.
Visa has swiftly evolved from a card payment technology provider into a catalyst for change and a pioneer of digital transformation in the financial sector. What comes next?
— We remain committed to advancing innovations that will define the commerce of tomorrow – from AI-integrated payment tools to partnerships such as the one with X (formerly Twitter), Elon Musk’s platform. Through the new X Money service, we are part of a ‘super app’ that integrates social media, communication and financial tools – offering limitless potential. This also provides an opportunity to redefine the user journey and make financial services more accessible, especially to younger generations seeking connected digital experiences.
Can you predict where technological advancement will take us? How do you personally see the future of financial services?
— I see payments becoming invisible and effortless – intelligent, secure, personalised and universally available, all powered by AI. Visa aims to expand the infrastructure and frameworks of both traditional and digital commerce to embrace AI-powered commerce.
Soon, consumers will be able to delegate payments to AI agents that can use Visa cards with any of the more than 150 million merchants that accept them, for virtually any purpose. This evolution will transform everything – from everyday tasks to complex processes. I believe this is the moment where Visa, through its innovations and approach, will reshape the way we think about finance.