Agentic Commerce Elevates Identity Verification With KYA

A PYMNTS Intelligence report with Trulioo and reporting in The Wall Street Journal on Feb. 26 say agentic commerce—AI agents that search, negotiate, and execute transactions—is intensifying the need for stronger identity controls. Surveying 350 firms, PYMNTS found companies lose 3.1% of annual revenue on average (about $94.9 billion aggregate) to identity gaps, prompting extensions from KYC/KYB to KYA and continuous 'know your human' checks.