东京——总部位于美国的支付服务公司Stripe正致力于在人工智能驱动的代理购物（agent-based shopping）领域占据主导地位。该公司认为，如果日本企业能够克服消费者对这项技术的疑虑，该领域将迎来巨大的增长潜力。
TOKYO -- U.S.-based Stripe is angling to dominate payments for the field of artificial intelligence agentic commerce services like Meta's Muse, and sees major growth potential in Japan if companies can overcome consumer skepticism about the technology.
“经济正在围绕人工智能进行重组，”Stripe的联合创始人兼首席执行官约翰·柯里森（John Collison）在周三于东京举行的公司活动中表示。“虽然人工智能系统是根据消费者的购买需求进行训练的，但如今这些系统已经开始代表消费者完成诸如填写表格、下订单等操作。”
"The economy is re-platforming around AI," said Stripe co-founder and President John Collison in opening remarks at a company event in Tokyo on Wednesday. While AI has been trained on what consumers want to buy, models are starting to act on their behalf, filling out forms and placing orders, Collison said.
在代理购物模式中，人工智能代理会根据用户设定的参数，全程处理从产品搜索与比较到最终购买的所有流程。
In agentic commerce, AI agents -- acting under parameters set by users -- handle the entire process, from finding and comparing products to selection and purchase.
咨询公司麦肯锡（McKinsey & Co.）估计，到2030年，全球代理购物市场的规模可能达到5万亿美元。有预测指出，到那时人工智能代理将参与美国电子商务总销售额的10%至25%。
Consulting firm McKinsey & Co. estimates the global market for agentic commerce could reach $5 trillion by 2030. Some forecasts suggest AI agents could be involved in 10% to 25% of U.S. e-commerce sales at that time.
目前备受关注的是Meta旗下的AI服务Muse——该服务于9月8日在美国正式推出。用户可以要求Muse购买特定商品，Muse会搜索多个网站、比较产品信息、提供购买建议并完成交易。Muse使用Stripe提供的支付系统Link；消费者只需将自己的Link账户与Muse关联即可授权自动支付。
Garnering attention right now is Muse, an AI agent launched by Facebook parent Meta in the U.S. on Sep. 8. A user can ask Muse to buy a certain product, and the AI will search multiple websites, compare products, suggest options and complete the purchase. The service uses Link, Stripe's payment system. Consumers can authorize automatic payments by connecting their Link accounts to Muse.
Stripe早在5月就宣布正在将Link支付系统适配用于代理购物场景，并已将其应用范围扩展到其他服务中，例如由SpaceXAI开发的Grok Bot。
Stripe announced in May that it was adapting Link for agentic commerce. It has also expanded its use to services including Grok Bot, operated by SpaceXAI.
代理购物主要分为两大类：一类是像Muse和Google的Gemini这样的应用程序，它们允许用户在聊天界面内完成购买；另一类则是嵌入在电子商务平台（如亚马逊）中的AI助手，这些助手帮助用户在平台上购物。
Agentic commerce generally falls into two broad categories: applications such as Muse and Google's Gemini that allow purchases to be completed within chat interfaces, and AI assistants embedded within e-commerce platforms like Amazon that help users shop on those sites.
美国开发者们仍在继续推进这种基于用户评价和决策的商业模式：消费者负责产品评价并决定是否购买商品；不过许多行业观察家认为，完全自主的购物系统（即由人工智能从产品选择到支付全程处理、无需人工干预的系统）已经指日可待。
U.S. developers are pushing ahead with the former model. Consumers review and approve purchases, but many industry observers believe fully autonomous systems, in which AI handles everything from product selection to payment without human involvement, are not far off.
相比之下，日本的在线零售市场仍主要由基于会员积分制度的平台生态系统主导，这种系统更倾向于后一种（即由人工智能辅助但最终购买决策仍由用户做出的）购物模式。
Japan's online retail market, by contrast, remains dominated by platform-based ecosystems built around loyalty points programs, favoring the latter approach.
乐天集团（Rakuten Group）已将人工智能技术整合到其应用程序中，该应用程序能够从约5亿件商品中为用户推荐合适的产品；LY公司也提供了类似的人工智能推荐服务。在这两种模式下，最终的购买决定仍然由用户自己做出。
Rakuten Group has incorporated AI into its app that recommends products from a catalog of roughly 500 million items. LY similarly offers AI-powered recommendations and comparisons. In both cases, the final purchasing decision remains with the user.
Meta公司计划很快在日本推出Muse这款人工智能购物平台。
Meta plans to launch Muse in Japan soon.
Collison指出，人们越来越多地通过对话式人工智能（而非网页搜索）来发现新产品。他表示：“日本企业的目标市场是全球消费者，因此他们希望让自己的产品能够被消费者发现并购买。”
Collison pointed out that people are increasingly discovering products through conversational AI rather than web searches. Japanese companies "have consumers all over the world as a potential market, and you want to make those brands discoverable and purchasable by consumers," he said.
Stripe公司成立于2010年，一直致力于推动数字经济的发展，为Apple Pay等支付服务提供技术支持。目前全球有超过500万家公司在使用Stripe的技术；2025年，Stripe处理的支付总额达到了1.9万亿美元，约占全球国内生产总值的1.6%。
Founded in 2010, Stripe has operated behind the scenes of the digital economy, handling the complex processing behind services such as Apple Pay. More than 5 million companies worldwide use technology developed by Stripe, which processed about $1.9 trillion in total payment volume in 2025, equivalent to roughly 1.6% of global gross domestic product.
在日本，Stripe已经运营了10年，目前为包括丰田汽车（Toyota Motor）、全日空（All Nippon Airways）和Mercari在内的15万多家企业提供支付服务。
In Japan, where Stripe has been operating for 10 years, it serves more than 150,000 companies including Toyota Motor, All Nippon Airways and Mercari.
不过，这种完全由人工智能驱动的购物模式在日本究竟能普及到何种程度，目前仍不清楚。
But it remains unclear how widely agentic commerce will spread in Japan.
荷兰支付公司Adyen在3月份进行的一项调查显示：97%的日本零售商计划在两年内投资于这种人工智能驱动的购物模式；与此同时，62%的消费者表示他们不愿意将购买决策交给人工智能系统来决定。
A March survey by Dutch payments company Adyen found that 97% of Japanese retailers plan to invest in agentic commerce within two years. At the same time, 62% of consumers said they were reluctant to entrust purchases to AI.
“有必要建立相应的机制，以准确核实哪些权限被下放给了哪些人，并在出现错误指令的情况下明确责任归属，”日本研究所的高级研究员渡边宏树表示。“为此提供法律支持也是非常重要的。”
"It will be necessary to establish mechanisms that can verify exactly what authority was delegated and to identify where responsibility lies in cases such as erroneous orders," said Hiroki Watanabe, senior researcher at the Japan Research Institute. "Legal frameworks to support that will also be important."