Green Dot’s Douros Says Brands May Matter Less Than Trust in AI Commerce

Watch more: The Digital Shift With Green Dot’s Melissa Douros

Every sector needs a competitive moat, and FinTech built its moat around better interfaces. Neobanks and digital platforms differentiated themselves through aesthetics and usability, raising the water level of their moats through sleeker apps, clearer dashboards and more intuitive user journeys.

But the core operating model of financial services remained unchanged beneath the 21st century digital surface. Consumers still made every decision, executed every transaction and bore the cognitive load of managing their financial lives.

According to Melissa Douros, chief product officer at Green Dot, the arrival of agentic commerce promises to invert that operating model entirely, not just give the consumer-facing paradigm a fresh coat of paint.

“Agentic is eliminating the need for customers to make those routine financial decisions in the first place,” she told PYMNTS. “It’s giving them the gift of time.”

In this emerging commerce model, users define parameters such as price thresholds, timing, preferences and more. Artificial intelligence (AI) agents then execute transactions on their behalf. At stake may not just be a new payment experience, but a fundamental redefinition of intent, control and trust in the financial systems that power commerce.

Shifting Commerce and Financial Services From Interface to Intent

Responsible use of agentic solutions is grounded on structured, rules-based automation (e.g. “buy paper towels on the 12th at this price”), eroding brand-specific value.

“It could be Bob’s Paper Towel Shack; it truly doesn’t matter. It’s just about the parameters that the customer is now setting,” Douros said, noting that agentic commerce solutions are already showing signs of progress toward contextual autonomy, where systems anticipate needs and act without explicit prompts.

But the agentic-led shift toward a brand-agnostic economy could have profound implications for marketing, pricing and competition. For commoditized goods, value and efficiency may trump brand equity entirely, at least across agentic ecosystems. And that’s just one starting point of the emerging commerce reality.

“Where it gets interesting is when the agent starts to decide what payment instrument to use,” Douros said, pointing to scenarios where systems dynamically select between credit, debit or buy-now-pay-later options based on rewards, interest rates or user goals.

“The stakes are higher when it’s someone’s money,” she said.

Equally important to the success of agentic commerce is the question of failure. Traditional financial systems have well-established mechanisms for disputes, chargebacks and fraud resolution.

But those mechanisms assume human intent, and in an agentic context, the lines can blur. If an AI agent purchases the wrong item or misses a payment entirely, who is responsible?

According to Douros, the solution is likely one that lies in building robust guardrails: limits, approvals, escalation paths and monitoring systems that anticipate both success and failure.

“We have to be able to accommodate that,” she said. “We need to make sure that we’ve set clear paths for customers for when things go wrong.”

This prioritization reflects a broader reality: agentic systems must earn trust not just through performance, but through transparency and recoverability. When AI makes a financial decision, users need to understand why it happened, verify that it was correct and reverse it if necessary.

Why Trust Comes First Before Speed Can Take Over

Agentic commerce brings new layers of risk for the firms that introduce it. Unlike other sectors where rapid experimentation may be better tolerated, financial services operate under strict regulatory and reputational constraints, meaning that agents can’t simply go haywire one moment and then snap back into action the next.

“Predictability matters before speed. Explainability matters before elegance,” Douros said.

One of the most complex challenges in this new landscape is identity. Today’s existing systems are built around verifying human actors, designed to confirm that “Jane Doe” is indeed the person making a transaction. But in an agent-driven world, that model breaks down more easily.

“That identity now has to say it’s an agent that’s authorized by Jane. Now an agent is working on behalf of Jane,” Douros said.

This creates a cascading chain of identity and authorization ensuring that actions taken by an agent are both legitimate and attributable. Few things will be more foundational to scaling agentic commerce than establishing the infrastructure for that chain.

“I’m focused on the trusted autonomy that we can create,” Douros said, noting that as autonomous capabilities become table stakes, trust is likely to be what helps differentiate and define “the next generation of financial services.”

Already, the need for that trust is reframing the importance of partnerships. Historically, financial institutions have approached the “buy vs. build” decision with caution. But in the rapidly evolving AI landscape, Douros highlighted a shift toward collaboration.

“You don’t really want to build something new yourself,” she told PYMNTS. “You want to go partner with someone who is very focused on it.”

More significantly, the nature of partnerships is changing. No longer primarily about application programming interfaces (APIs) or distribution, they are becoming engines of shared decision-making, reflecting the interconnected nature of agentic systems, where payments, identity, risk and credit decisions must be made in real time across multiple stakeholders.

For Douros, that balance is both the challenge and the opportunity. The companies that win will not just automate decisions; they will earn the right to make them.